Perceived Brand Globalness and Localness: A Bibliometric Analysis
DOI:
https://doi.org/10.15678/ZNUEK.2023.1002.0402Słowa kluczowe:
perceived brand globalness, perceived brand localness, bibliometric analysis, VOSviewer, Scopus databaseAbstrakt
Objective: The purpose of the article is to establish the current state of research on the perceived brand globalness / localness (PBG / PBL) dichotomy. It analyses and assesses the changes in the research problems and identifies the areas upon which PBG / PBL research is currently focused.
Research Design & Methods: The research method used in the article is bibliometric analysis, supplemented by content analysis of literature selected from the Scopus database. A four-step procedure was used to collect data and conduct bibliometric analyses: stage 1 – searching and identifying primary literature, stage 2 – review of the literature (screening), stage 3 – data export, stage 4 – bibliometric analysis supplemented by a content analysis of the literature. In addition, a co-occurrence analysis of keywords was carried out using VOSviewer.
Findings: The research on PBG / PBL issues is concentrated in five main areas: 1) brand value signaling, 2) PBG / PBL interaction, 3) PBG impact on purchase intentions, 4) PBL impact on purchase intentions, and 5) the effect of country of origin/consumer ethnocentrism on consumer preference for foreign (global) vs. domestic (local) brands. The study also examines changing trends in PBG / PBL research.
Implications / Recommendations: Recent world events including the COVID-19 pandemic, the Russian invasion of Ukraine and trade wars have slowed globalisation. Since buying behaviour is visibly changing under the influence of socio-economic factors, there is a need for further research to verify consumer preferences vis-à-vis global / local brand positioning.
Contribution: The review and analyses performed enrich the existing literature on PBG / PBL, while the findings presented can serve as a starting point for further research.
Pobrania
Bibliografia
Akram A., Merunka D., Shakaib Akram M. (2011), Perceived Brand Globalness in Emerging Markets and the Moderating Role of Consumer Ethnocentrism, “International Journal of Emerging Markets”, vol. 6(4), https://doi.org/10.1108/17468801111170329. DOI: https://doi.org/10.1108/17468801111170329
Albertoni N., Wise C. (2020), International Trade Norms in the Age of COVID-19 Nationalism on the Rise?, “Fudan Journal of the Humanities and Social Sciences”, vol. 14, https://doi.org/10.1007/s40647-020-00288-1. DOI: https://doi.org/10.1007/s40647-020-00288-1
Baek W. Y., Byon K. K., Choi Y. H., Park C. W. (2017), Millennial Consumers’ Perception of Sportswear Brand Globalness Impacts Purchase Intention in Cause-related Product Marketing, “Social Behavior and Personality”, vol. 45(8), https://doi.org/10.2224/sbp.6225. DOI: https://doi.org/10.2224/sbp.6225
Baran R. (2017), Wstęp (in:) Postawy konsumentów wobec marek pochodzenia polskiego i zagranicznego, R. Baran, B. Marciniak, T. Taranko (eds), Oficyna Wydawnicza SGH, Szkoła Główna Handlowa w Warszawie, Warszawa.
Batra R., Ramaswamy V., Alden D. L., Steenkamp J. B. E. M., Ramachander S. (2000), Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries, “Journal of Consumer Psychology”, vol. 9(2), https://doi.org/10.1207/s15327663jcp0902_3. DOI: https://doi.org/10.1207/15327660051044178
Carvalho S. W., Luna D., Goldsmith E. (2019), The Role of National Identity in Consumption: An Integrative Framework, “Journal of Business Research”, vol. 103, https://doi.org/10.1016/j.jbusres.2019.01.056. DOI: https://doi.org/10.1016/j.jbusres.2019.01.056
Dimofte C. V., Johansson J. K., Ronkainen I. A. (2008), Cognitive and Affective Reactions of U.S. Consumers to Global Brands, “Journal of International Marketing”, vol. 16(4), https://doi.org/10.1509/jimk.16.4.113. DOI: https://doi.org/10.1509/jimk.16.4.113
Echchakoui S. (2020), Why and How to Merge Scopus and Web of Science during Bibliometric Analysis: The Case of Sales Force Literature from 1912 to 2019, “Journal of Marketing Analytics”, vol. 8(3), https://doi.org/10.1057/s41270-020-00081-9. DOI: https://doi.org/10.1057/s41270-020-00081-9
Ejdys J. (2016), Problematyka społecznej odpowiedzialności biznesu jako obiekt naukowych zainteresowań – wyniki analizy bibliometrycznej, “Przegląd Organizacji”, no. 4(915), https://doi.org/10.33141/po.2016.04.06. DOI: https://doi.org/10.33141/po.2016.04.06
Goliszek A. (2015), Homogenizacja i heterogenizacja zachowań konsumenckich w społeczeństwie globalnym, “Handel Wewnętrzny”, no. 1(354).
Guo X., Heinberg M., Zou S. (2019), Enhancing Consumer Attitude toward Culturally Mixed Symbolic Products from Foreign Global Brands in an Emerging-market Setting: The Role of Cultural Respect, “Journal of International Marketing”, vol. 27(3), https://doi.org/10.1177/1069031X19843912. DOI: https://doi.org/10.1177/1069031X19843912
Halkias G., Davvetas V., Diamantopoulos A. (2016), The Interplay between Country Stereotypes and Perceived Brand Globalness / Localness as Drivers of Brand Preference, “Journal of Business Research”, vol. 69(9), https://doi.org/10.1016/j.jbusres.2016.03.022. DOI: https://doi.org/10.1016/j.jbusres.2016.03.022
Huaman-Ramirez R., Albert N., Merunka D. (2019), Are Global Brands Trustworthy? The Role of Brand Affect, Brand Innovativeness, and Consumer Ethnocentrism, “European Business Review”, vol. 31(6), https://doi.org/10.1108/EBR-11-2017-0202. DOI: https://doi.org/10.1108/EBR-11-2017-0202
Hussein R., Hassan S. (2018), Antecedents of Global Brand Purchase Likelihood: Exploring the Mediating Effect of Quality, Prestige and Familiarity, “Journal of International Consumer Marketing”, vol. 30(5), https://doi.org/10.1080/08961530.2018.1455549. DOI: https://doi.org/10.1080/08961530.2018.1455549
Jadach R. (2022), Wpływ postrzeganej globalności / lokalności marki na intencje zakupowe polskich nabywców, Doctoral dissertation, Wroclaw University of Economics and Business, Main Library of the Wroclaw University of Economics and Business, https://www.bg.ue.wroc.pl/zasoby/15692/prace_doktorskie.html (accessed: 20.07.2023).
Karakose T., Yirci R., Papadakis S., Ozdemir T. Y., Demirkol M., Polat H. (2021), Science Mapping of the Global Knowledge Base on Management, Leadership, and Administration Related to COVID-19 for Promoting the Sustainability of Scientific Research, “Sustainability”, vol. 13(17), https://doi.org/10.3390/su13179631. DOI: https://doi.org/10.3390/su13179631
Kashif M., Udunuwara M. (2021), Twenty Years of Research in Brand Globalness / Localness: A Systematic Literature Review and Future Research Agenda, “Journal of International Consumer Marketing”, vol. 33(2), https://doi.org/10.1080/08961530.2020.1743805. DOI: https://doi.org/10.1080/08961530.2020.1743805
Klimas P., Stańczyk S., Sachpazidu-Wójcicka K. (2020), Metodyka systematycznego przeglądu literatury – wyzwania selekcji a posteriori podczas tworzenia bazy literatury (in:) Współczesne zarządzanie – koncepcje i wyzwania, A. Sopińska, A. Modliński (eds), vol. 1, Oficyna Wydawnicza SGH – Szkoła Główna Handlowa, Warszawa.
Kolbl Ž., Arslanagic-Kalajdzic M., Diamantopoulos A. (2019), Stereotyping Global Brands: Is Warmth More Important Than Competence?, “Journal of Business Research”, vol. 104, https://doi.org/10.1016/j.jbusres.2018.12.060. DOI: https://doi.org/10.1016/j.jbusres.2018.12.060
Lee H., Chae M. S., Lew Y. K. (2020), The Application of Categorization and Stereotype Content Theories to Country of Origin Image: Vietnamese Perceptions towards Korean Wave Brands, “Asia Pacific Business Review”, vol. 26(3), https://doi.org/10.1080/13602381.2019.1630199. DOI: https://doi.org/10.1080/13602381.2019.1630199
León-Castro M., Rodríguez-Insuasti H., Montalván-Burbano N., Victor J. A. (2021), Bibliometrics and Science Mapping of Digital Marketing (in:) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol. 205, Á. Rocha, J. L. Reis, M. K. Peter, R. Cayolla, S. Loureiro, Z. Bogdanović (eds), Springer, Singapore, https://doi.org/10.1007/978-981-33-4183-8_9. DOI: https://doi.org/10.1007/978-981-33-4183-8_9
Liu H., Schoefer K., Fastoso F., Tzemou E. (2021), Perceived Brand Globalness / Localness: A Systematic Review of the Literature and Directions for Further Research, “Journal of International Marketing”, vol. 29(1), https://doi.org/10.1177/1069031X20973184. DOI: https://doi.org/10.1177/1069031X20973184
Liu Y., Tsai W. S., Tao W. (2020), The Interplay between Brand Globalness and Localness for Iconic Global and Local Brands in the Transitioning Chinese Market, “Journal of International Consumer Marketing”, vol. 32(2), https://doi.org/10.1080/08961530.2019.1658556. DOI: https://doi.org/10.1080/08961530.2019.1658556
Mandler T., Bartsch F., Han C. M. (2020), Brand Credibility and Marketplace Globalization: The Role of Perceived Brand Globalness and Localness, “Journal of International Business Studies”, vol. 52, https://doi.org/10.1057/s41267-020-00312-2. DOI: https://doi.org/10.1057/s41267-020-00312-2
Moroz A. (2007), Strategie marki w procesie globalizacji, “Handel Wewnętrzny”, no. 1.
Morwitz V. (2014), Consumers’ Purchase Intentions and Their Behavior, “Foundations and Trends® in Marketing”, vol. 7(3), https://doi.org/10.1561/1700000036. DOI: https://doi.org/10.1561/1700000036
Özsomer A. (2012), The Interplay between Global and Local Brands: A Closer Look at Perceived Brand Globalness and Local Iconness, “Journal of International Marketing”, vol. 20(2), https://doi.org/10.1509/jim.11.0105. DOI: https://doi.org/10.1509/jim.11.0105
Özsomer A., Altaras S. (2008), Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework, “Journal of International Marketing”, vol. 16(4), https://doi.org/10.1509/jimk.16.4.1. DOI: https://doi.org/10.1509/jimk.16.4.1
Punyatoya P. (2013), Consumer Evaluation of Brand Extension for Global and Local Brands: The Moderating Role of Product Similarity, “Journal of International Consumer Marketing”, vol. 25(3), https://doi.org/10.1080/08961530.2013.780857. DOI: https://doi.org/10.1080/08961530.2013.780857
Reformat P. (2017), Podstawy i sposoby kształtowania wizerunku marki globalnej – case study, “Studia Ekonomiczne. Zeszyty Naukowe Uniwersytetu Ekonomicznego w Katowicach”, no. 321
Safeer A. A., Chen Y., Abrar M., Kumar N., Razzaq A. (2022), Impact of Perceived Brand Localness and Globalness on Brand Authenticity to Predict Brand Attitude: A Cross-cultural Asian Perspective, “Asia Pacific Journal of Marketing and Logistics”, vol. 34(7), https://doi.org/10.1108/APJML-05-2021-0297. DOI: https://doi.org/10.1108/APJML-05-2021-0297
Shah S. H. H., Lei S., Ali M., Doronin D., Hussain S. T. (2020), Prosumption: Bibliometric Analysis Using HistCite and VOSviewer, “Kybernetes”, vol. 49(3), https://doi.org/10.1108/K-12-2018-0696. DOI: https://doi.org/10.1108/K-12-2018-0696
Shvindina H. (2019), Coopetition as an Emerging Trend in Research: Perspectives for Safety & Security, “Safety”, vol. 5(3), https://doi.org/10.3390/safety5030061. DOI: https://doi.org/10.3390/safety5030061
Sichtmann C., Davvetas V., Diamantopoulos A. (2019), The Relational Value of Perceived Brand Globalness and Localness, “Journal of Business Research”, vol. 104, https://doi.org/10.1016/j.jbusres.2018.10.025. DOI: https://doi.org/10.1016/j.jbusres.2018.10.025
Sichtmann C., Diamantopoulos A. (2013), The Impact of Perceived Brand Globalness, Brand Origin Image, and Brand Origin-extension Fit on Brand Extension Success, “Journal of the Academy of Marketing Science”, vol. 41, https://doi.org/10.1007/s11747-013-0328-7. DOI: https://doi.org/10.1007/s11747-013-0328-7
Srivastava A., Dey D. K., Balaji M. S (2020), Drivers of Brand Credibility in Consumer Evaluation of Global Brands and Domestic Brands in an Emerging Market Context, “Journal of Product and Brand Management”, vol. 29(7), https://doi.org/10.1108/JPBM-03-2018-1782. DOI: https://doi.org/10.1108/JPBM-03-2018-1782
Steenkamp J. B., Batra R., Alden D. L. (2003), How Perceived Brand Globalness Creates Brand Value, “Journal of International Business Studies”, vol. 34, https://doi.org/10.1057/palgrave.jibs.8400002. DOI: https://doi.org/10.2139/ssrn.339365
Steenkamp J. B. E. M. (2019), Global versus Local Consumer Culture: Theory, Measurement, and Future Research Directions, “Journal of International Marketing”, vol. 27(1), https://doi.org/10.1177/1069031X18811289. DOI: https://doi.org/10.1177/1069031X18811289
Swoboda B., Pennemann K., Taube M. (2012), The Effects of Perceived Brand Globalness and Perceived Brand Localness in China: Empirical Evidence on Western, Asian, and Domestic Retailers, “Journal of International Marketing”, vol. 20(4), https://doi.org/10.1509/jim.12.0105. DOI: https://doi.org/10.1509/jim.12.0105
Tasoluk B., Calantone R. J., Deligonul S., Cavusgil S. T. (2015), The Interplay between Perceived Brand Globalness, Domestic Brand Origin, and Brand Attitude (in:) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… Developments in Marketing Science: Proceedings of the Academy of Marketing Science, ed. L. Robinson, Springer, Cham, https://doi.org/10.1007/978-3-319-10912-1_153. DOI: https://doi.org/10.1007/978-3-319-10912-1_153
Tsai W. S., Tao W., Liu Y., Lee Y. (2021), Understanding the Interplay between Brand Globalness and Localness among Homegrown and Foreign Global Brands in South Korea, “Journal of Global Marketing”, vol. 34(1), https://doi.org/10.1080/08911762.2020.1759171. DOI: https://doi.org/10.1080/08911762.2020.1759171
Vuong B. N., Khanh Giao H. N. (2020), The Impact of Perceived Brand Globalness on Consumers’ Purchase Intention and the Moderating Role of Consumer Ethnocentrism: An Evidence from Vietnam, “Journal of International Consumer Marketing”, vol. 32(1), https://doi.org/10.1080/08961530.2019.1619115. DOI: https://doi.org/10.1080/08961530.2019.1619115
Winit W., Gregory G., Cleveland M., Verlegh P. (2014), Global vs Local Brands: How Home Country Bias and Price Differences Impact Brand Evaluations, “International Marketing Review”, vol. 31(2), https://doi.org/10.1108/IMR-01-2012-0001. DOI: https://doi.org/10.1108/IMR-01-2012-0001
Xie Y., Batra R., Peng S. (2015), An Extended Model of Preference Formation between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect, “Journal of International Marketing”, vol. 23(1), https://doi.org/10.1509/jim.14.0009. DOI: https://doi.org/10.1509/jim.14.0009
Zema T., Sulich A. (2022), Models of Electricity Price Forecasting: Bibliometric Research, “Energies”, vol. 15(15), https://doi.org/10.3390/en15155642. DOI: https://doi.org/10.3390/en15155642
Pobrania
Opublikowane
Numer
Dział
Licencja
Prawa autorskie (c) 2023 Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie / Cracow Review of Economics and Management
Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa 4.0 Międzynarodowe.
