Consumer-based brand equity and status-seeking motivation for a global versus local brand
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/approac...
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| Format: | Journal Article |
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Emerald Group Publishing Limited
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/62472 |
| _version_ | 1848760858281246720 |
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| author | Roy, Rajat Chau, Ryan |
| author_facet | Roy, Rajat Chau, Ryan |
| author_sort | Roy, Rajat |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T10:22:27Z |
| format | Journal Article |
| id | curtin-20.500.11937-62472 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:22:27Z |
| publishDate | 2011 |
| publisher | Emerald Group Publishing Limited |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-624722018-04-17T05:37:59Z Consumer-based brand equity and status-seeking motivation for a global versus local brand Roy, Rajat Chau, Ryan global and local brands Status seeking motivation Consumer based brand equity 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. 2011 Journal Article http://hdl.handle.net/20.500.11937/62472 10.1108/13555851111143213 Emerald Group Publishing Limited fulltext |
| spellingShingle | global and local brands Status seeking motivation Consumer based brand equity Roy, Rajat Chau, Ryan Consumer-based brand equity and status-seeking motivation for a global versus local brand |
| title | Consumer-based brand equity and status-seeking motivation for a global versus local brand |
| title_full | Consumer-based brand equity and status-seeking motivation for a global versus local brand |
| title_fullStr | Consumer-based brand equity and status-seeking motivation for a global versus local brand |
| title_full_unstemmed | Consumer-based brand equity and status-seeking motivation for a global versus local brand |
| title_short | Consumer-based brand equity and status-seeking motivation for a global versus local brand |
| title_sort | consumer-based brand equity and status-seeking motivation for a global versus local brand |
| topic | global and local brands Status seeking motivation Consumer based brand equity |
| url | http://hdl.handle.net/20.500.11937/62472 |