Consumer-based brand equity and status seeking motivation for a global versus local brand

Rajat Roy, Ryan Chau

Research output: Contribution to journalArticleResearchpeer-review

10 Citations (Scopus)

Abstract


Purpose
– The purpose of this research is to explore how a successful global and a local brand may compete side by side in an existing market place based on consumer‐based brand equity and consumers' status‐seeking motivation for purchasing a global versus local brand.

Design/methodology/approach
– The data for this research were collected through a self‐administered survey from students in a large Western Australian university.

Findings
– The results show that a global brand is generally preferred in terms of all the dimensions of consumer‐based brand equity over a local brand. However, a significant interaction emerged between the type of brand and high versus low status‐seeking motivation consumers. A global brand is strongly favoured in terms of awareness, perceived quality and overall brand equity by high status seekers while a local brand seems to enjoy loyalty and overall brand equity among low status seekers. A global brand is also clearly preferred over a local brand along all dimensions of consumer‐based brand equity amongst high status‐seeking consumers. Further, a local brand is clearly preferred in terms of consumer‐based brand equity over the global brand by Australians whereas the global brand remains a clear favourite with non‐Australians.

Research limitations/implications
– Findings may not generalize beyond Australian sample and the product category.

Originality/value
– This empirical research explores how global and local brands may compete with each other based on their strengths. This research also addresses a theoretical gap identified by Yoo and Donthu.
Original languageEnglish
Pages (from-to)270-284
Number of pages14
JournalAsia Pacific Journal of Marketing and Logistics
Volume23
Issue number3
DOIs
Publication statusPublished - 2011
Externally publishedYes

Fingerprint

Brand equity
Status-seeking
Global brands
Product category
Design methodology
Perceived quality
Empirical research
Purchasing
Loyalty
Interaction

Cite this

@article{a05bb321c99f49ffb38a8bc6242c96af,
title = "Consumer-based brand equity and status seeking motivation for a global versus local brand",
abstract = "Purpose– The purpose of this research is to explore how a successful global and a local brand may compete side by side in an existing market place based on consumer‐based brand equity and consumers' status‐seeking motivation for purchasing a global versus local brand.Design/methodology/approach– The data for this research were collected through a self‐administered survey from students in a large Western Australian university.Findings– The results show that a global brand is generally preferred in terms of all the dimensions of consumer‐based brand equity over a local brand. However, a significant interaction emerged between the type of brand and high versus low status‐seeking motivation consumers. A global brand is strongly favoured in terms of awareness, perceived quality and overall brand equity by high status seekers while a local brand seems to enjoy loyalty and overall brand equity among low status seekers. A global brand is also clearly preferred over a local brand along all dimensions of consumer‐based brand equity amongst high status‐seeking consumers. Further, a local brand is clearly preferred in terms of consumer‐based brand equity over the global brand by Australians whereas the global brand remains a clear favourite with non‐Australians.Research limitations/implications– Findings may not generalize beyond Australian sample and the product category.Originality/value– This empirical research explores how global and local brands may compete with each other based on their strengths. This research also addresses a theoretical gap identified by Yoo and Donthu.",
author = "Rajat Roy and Ryan Chau",
year = "2011",
doi = "10.1108/13555851111143213",
language = "English",
volume = "23",
pages = "270--284",
journal = "Asia Pacific Journal of Marketing and Logistics",
issn = "1355-5855",
publisher = "Emerald Group Publishing Ltd.",
number = "3",

}

Consumer-based brand equity and status seeking motivation for a global versus local brand. / Roy, Rajat; Chau, Ryan.

In: Asia Pacific Journal of Marketing and Logistics, Vol. 23, No. 3, 2011, p. 270-284.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Consumer-based brand equity and status seeking motivation for a global versus local brand

AU - Roy, Rajat

AU - Chau, Ryan

PY - 2011

Y1 - 2011

N2 - Purpose– The purpose of this research is to explore how a successful global and a local brand may compete side by side in an existing market place based on consumer‐based brand equity and consumers' status‐seeking motivation for purchasing a global versus local brand.Design/methodology/approach– The data for this research were collected through a self‐administered survey from students in a large Western Australian university.Findings– The results show that a global brand is generally preferred in terms of all the dimensions of consumer‐based brand equity over a local brand. However, a significant interaction emerged between the type of brand and high versus low status‐seeking motivation consumers. A global brand is strongly favoured in terms of awareness, perceived quality and overall brand equity by high status seekers while a local brand seems to enjoy loyalty and overall brand equity among low status seekers. A global brand is also clearly preferred over a local brand along all dimensions of consumer‐based brand equity amongst high status‐seeking consumers. Further, a local brand is clearly preferred in terms of consumer‐based brand equity over the global brand by Australians whereas the global brand remains a clear favourite with non‐Australians.Research limitations/implications– Findings may not generalize beyond Australian sample and the product category.Originality/value– This empirical research explores how global and local brands may compete with each other based on their strengths. This research also addresses a theoretical gap identified by Yoo and Donthu.

AB - Purpose– The purpose of this research is to explore how a successful global and a local brand may compete side by side in an existing market place based on consumer‐based brand equity and consumers' status‐seeking motivation for purchasing a global versus local brand.Design/methodology/approach– The data for this research were collected through a self‐administered survey from students in a large Western Australian university.Findings– The results show that a global brand is generally preferred in terms of all the dimensions of consumer‐based brand equity over a local brand. However, a significant interaction emerged between the type of brand and high versus low status‐seeking motivation consumers. A global brand is strongly favoured in terms of awareness, perceived quality and overall brand equity by high status seekers while a local brand seems to enjoy loyalty and overall brand equity among low status seekers. A global brand is also clearly preferred over a local brand along all dimensions of consumer‐based brand equity amongst high status‐seeking consumers. Further, a local brand is clearly preferred in terms of consumer‐based brand equity over the global brand by Australians whereas the global brand remains a clear favourite with non‐Australians.Research limitations/implications– Findings may not generalize beyond Australian sample and the product category.Originality/value– This empirical research explores how global and local brands may compete with each other based on their strengths. This research also addresses a theoretical gap identified by Yoo and Donthu.

U2 - 10.1108/13555851111143213

DO - 10.1108/13555851111143213

M3 - Article

VL - 23

SP - 270

EP - 284

JO - Asia Pacific Journal of Marketing and Logistics

JF - Asia Pacific Journal of Marketing and Logistics

SN - 1355-5855

IS - 3

ER -