Show simple item record

dc.contributor.authorRoy, Rajat
dc.contributor.authorChau, Ryan
dc.identifier.citationRoy, R. and Chau, R. 2011. Consumer-based brand equity and status-seeking motivation for a global versus local brand. Asia Pacific Journal of Marketing and Logistics. 23 (3): pp. 270-284.

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.

dc.publisherEmerald Group Publishing Limited
dc.subjectglobal and local brands
dc.subjectStatus seeking motivation
dc.subjectConsumer based brand equity
dc.titleConsumer-based brand equity and status-seeking motivation for a global versus local brand
dc.typeJournal Article
dcterms.source.titleAsia Pacific Journal of Marketing and Logistics
curtin.departmentSchool of Marketing
curtin.accessStatusOpen access

Files in this item


This item appears in the following Collection(s)

Show simple item record