Recently, a lot of big corporations are pruning their portfolio just to be present with their big global brands. Even if it seems like managing global brands are easy, a lot of companies are facing with problems.
Many global brands are using different names, different logos or different positioning strategies around the globe. Especially in an increasingly global world, consumers’ likelihood of noticing these differences have been dramatically increased. Suprisingly, so far the effects of these differences were ignored by both scholars and practitioners. This study strikes the first match about this topic.
Consumers’ evaluation of the global brands’ attributes, the perception of these differences and likelihood of purchase are investigated in the case of three conditions; global brands with different names, with different logos and with different positioning strategies.
In all conditions, consumers’ evaluation about attributes of brands is changing. In line with previous literature, a high percentage of people perceive the differences as local adaptations. Lastly but most importantly, it is found that likelihood of purchase both in home country and in abroad is decreased in all the cases.
Table of Contents
- Chapter 1. Introduction
- Chapter 2. Literature Review
- 2.1. Global Brands and Local Brands
- 2.1.1. Brands and branding
- 2.1.2. Types of Brands
- 2.1.2.1. Global Brands Definition
- 2.1.2.2. Local Brands Definition
- 2.1.3. Reasons to choose
- 2.1.3.1. Reasons to choose global brands
- 2.1.3.1.1. Company related reasons
- 2.1.3.1.2. Consumer related reasons
- 2.1.3.1.2.a. Quality and Price
- 2.1.3.1.2.b. Prestige
- 2.1.3.1.2.c. Others
- 2.1.3.2. Reasons to choose local brands
- 2.1.3.1.1. Company related reasons
- 2.1.3.1.2. Consumer related reasons
- 2.1.3.1.2.a. Trust
- 2.1.3.1.2.b. Health Value
- 2.1.3.1.2.c. Others
- 2.1.3.1. Reasons to choose global brands
- 2.2. Global Brands with Inconsistencies
- 2.2.1. Globalization
- 2.2.2. Global Expansion
- 2.2.3. Brand Inconsistencies
- 2.2.3.1. Global Brands with different names
- 2.2.3.2. Global Brands with different logos
- 2.2.3.3. Global Brands with different positioning strategies
- 2.3. Hypothesis
- 2.1. Global Brands and Local Brands
- Chapter 3. Methodology
- 3.1. Survey Instrument
- 3.2. Questionnaire Design
- Chapter 4. Data Analysis
- 4.1.Global Brands without inconsistencies
- 4.2.Global Brands with Different Brand Names
- 4.3.Global Brands with Different Brand Logos
- 4.4.Global Brands with Different Brand Positioning Strategies Regardless of the specifying the strategy
- 4.5. Global Brands with Different Brand Positioning Strategies Premium strategy in home country
- 4.6. Global Brands with Different Brand Positioning Strategies Value for money in home country
- Chapter 5. Discussion
- 5.1. Change in consumer evaluation
- 5.2. Perception of the difference
- 5.3. Change in likelihood of purchase
- Chapter 7. Limitation and Future Directions
Objectives and Key Themes
This study investigates the impact of inconsistencies in global brands on consumer perceptions. The main objective is to analyze how differences in brand names, logos, and positioning strategies across global markets affect consumer evaluations, perceptions of these differences, and ultimately, purchase likelihood.
- The effects of global brand inconsistencies on consumer perceptions.
- The influence of brand name variations on consumer behavior.
- The impact of differing brand logos on consumer evaluations.
- The role of varying brand positioning strategies in shaping consumer choices.
- The relationship between perceived brand inconsistencies and purchase likelihood.
Chapter Summaries
Chapter 1. Introduction: This chapter introduces the research topic, highlighting the increasing prevalence of global brands employing inconsistent strategies across different markets. It emphasizes the surprising lack of scholarly attention on this issue and outlines the study's aim to address this gap by investigating the effects of inconsistencies in brand names, logos, and positioning strategies on consumer perceptions and purchase decisions.
Chapter 2. Literature Review: This chapter provides a comprehensive review of existing literature on global and local brands, including their definitions, reasons for choosing one over the other (from both company and consumer perspectives), and the phenomenon of brand inconsistencies in a globalized market. It lays the groundwork for the study by examining relevant theories and prior research findings on branding, globalization, and consumer behavior, ultimately leading to the formulation of the study's hypothesis.
Chapter 3. Methodology: This chapter details the research methodology employed in the study. It describes the survey instrument used to collect data, outlining its design and the specific questions included. The chapter provides a clear explanation of the methods used for data collection and analysis, ensuring transparency and reproducibility of the study.
Chapter 4. Data Analysis: This chapter presents a detailed analysis of the data collected, examining the effects of brand inconsistencies (different names, logos, and positioning strategies) on consumer evaluations, perceptions, and purchase intentions. It meticulously dissects the data gathered through the survey, exploring the various dimensions of consumer responses and identifying significant patterns and relationships between brand inconsistencies and consumer behavior.
Chapter 5. Discussion: This chapter interprets the findings presented in Chapter 4, discussing their implications for the understanding of consumer behavior in the context of global brand management. It carefully examines the observed changes in consumer evaluations, their perceptions of brand differences, and the resulting impact on purchase likelihood. The discussion connects these findings with the literature review and offers potential explanations for the observed phenomena.
Keywords
Global brands, brand inconsistencies, consumer perceptions, brand names, brand logos, brand positioning, globalization, consumer behavior, purchase likelihood, cross-cultural marketing, international branding.
Frequently Asked Questions: A Comprehensive Language Preview
What is this document?
This document is a comprehensive language preview of an academic study. It includes the table of contents, objectives and key themes, chapter summaries, and keywords. The preview is designed to provide a thorough overview of the research without presenting the full text of the study itself.
What is the research topic of the study?
The study investigates the impact of inconsistencies in global brands on consumer perceptions and purchase decisions. It focuses on how differences in brand names, logos, and positioning strategies across various markets affect consumer behavior.
What are the key objectives of the study?
The main objective is to analyze how inconsistencies in global brand names, logos, and positioning strategies affect consumer evaluations, perceptions of these differences, and ultimately, purchase likelihood. The study also aims to explore the influence of brand name variations, differing logos, and varying positioning strategies on consumer choices.
What are the key themes explored in the study?
The key themes include the effects of global brand inconsistencies on consumer perceptions, the influence of brand name variations on consumer behavior, the impact of differing brand logos on consumer evaluations, the role of varying brand positioning strategies in shaping consumer choices, and the relationship between perceived brand inconsistencies and purchase likelihood.
What is covered in Chapter 1 (Introduction)?
Chapter 1 introduces the research topic, emphasizing the lack of scholarly attention on the effects of inconsistent global branding strategies and outlining the study's aim to address this gap.
What is covered in Chapter 2 (Literature Review)?
Chapter 2 provides a comprehensive review of the literature on global and local brands, including their definitions, reasons for choosing one over the other, and the phenomenon of brand inconsistencies in a globalized market. It also lays the groundwork for the study by examining relevant theories and prior research findings.
What is covered in Chapter 3 (Methodology)?
Chapter 3 details the research methodology, describing the survey instrument used to collect data, its design, and the methods used for data collection and analysis.
What is covered in Chapter 4 (Data Analysis)?
Chapter 4 presents a detailed analysis of the collected data, examining the effects of brand inconsistencies (different names, logos, and positioning strategies) on consumer evaluations, perceptions, and purchase intentions.
What is covered in Chapter 5 (Discussion)?
Chapter 5 interprets the findings from Chapter 4, discussing their implications for understanding consumer behavior in global brand management. It examines changes in consumer evaluations, perceptions of brand differences, and the impact on purchase likelihood.
What is covered in Chapter 7 (Limitation and Future Directions)?
Chapter 7 discusses limitations of the study and suggests potential directions for future research.
What are the keywords associated with this study?
Keywords include: Global brands, brand inconsistencies, consumer perceptions, brand names, brand logos, brand positioning, globalization, consumer behavior, purchase likelihood, cross-cultural marketing, international branding.
- Quote paper
- Tugba Deniz (Author), 2015, Inconsistencies in global brands and their affect on consumers' perceptions, Munich, GRIN Verlag, https://www.grin.com/document/304776
