Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The dual impetus for perceived brand globalness and brand competence in a rapidly changing environment: the role of Brand-Nation Connection

The dual impetus for perceived brand globalness and brand competence in a rapidly changing... This study aims to investigate how brand innovativeness and national traditions influence perceived brand globalness and brand competence by affecting Brand-Nation Connection (BNC) in the changing world.Design/methodology/approachBesides the study of the development and validation of the BNC construct, this paper conducts two studies that use eight global brands from different categories to test hypotheses.FindingsTwo empirical studies show that brand innovativeness and national traditions have positive effects on BNC. Furthermore, technological turbulence moderates the impact of brand innovativeness on BNC, and cultural change moderates the relationship between national traditions and BNC. Meanwhile, BNC is an important determinant of perceived brand globalness, and both BNC and perceived brand globalness positively influence brand competence, with the former exerting a stronger effect.Practical implicationsThe findings highlight that in the changing world, the coexistence of brand innovation and cultural traditions through strategic management is essential for brand competence. They also provide guidelines for emerging global brands to incorporate nation-related cues and global signals in their brand positioning to reinforce brand competence.Originality/valueThis study contributes to understanding how brand innovation and cultural traditions create value for emerging global brands in a rapidly changing environment. It also provides implications regarding how BNC helps emerging market brands to go global, and it presents a new understanding that both nation-level brand status and perceived brand globalness are signals that convey brand competence. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

The dual impetus for perceived brand globalness and brand competence in a rapidly changing environment: the role of Brand-Nation Connection

International Marketing Review , Volume 40 (1): 24 – Feb 27, 2023

Loading next page...
 
/lp/emerald-publishing/the-dual-impetus-for-perceived-brand-globalness-and-brand-competence-FyT0eoGZf4

References (58)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0265-1335
DOI
10.1108/imr-06-2021-0210
Publisher site
See Article on Publisher Site

Abstract

This study aims to investigate how brand innovativeness and national traditions influence perceived brand globalness and brand competence by affecting Brand-Nation Connection (BNC) in the changing world.Design/methodology/approachBesides the study of the development and validation of the BNC construct, this paper conducts two studies that use eight global brands from different categories to test hypotheses.FindingsTwo empirical studies show that brand innovativeness and national traditions have positive effects on BNC. Furthermore, technological turbulence moderates the impact of brand innovativeness on BNC, and cultural change moderates the relationship between national traditions and BNC. Meanwhile, BNC is an important determinant of perceived brand globalness, and both BNC and perceived brand globalness positively influence brand competence, with the former exerting a stronger effect.Practical implicationsThe findings highlight that in the changing world, the coexistence of brand innovation and cultural traditions through strategic management is essential for brand competence. They also provide guidelines for emerging global brands to incorporate nation-related cues and global signals in their brand positioning to reinforce brand competence.Originality/valueThis study contributes to understanding how brand innovation and cultural traditions create value for emerging global brands in a rapidly changing environment. It also provides implications regarding how BNC helps emerging market brands to go global, and it presents a new understanding that both nation-level brand status and perceived brand globalness are signals that convey brand competence.

Journal

International Marketing ReviewEmerald Publishing

Published: Feb 27, 2023

Keywords: Brand-nation connection; Perceived brand globalness; Brand innovativeness; National traditions; Brand competence

There are no references for this article.