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dc.contributor.authorRoy, Rajat
dc.contributor.authorChau, Ryan
dc.date.accessioned2018-02-01T05:23:56Z
dc.date.available2018-02-01T05:23:56Z
dc.date.created2018-02-01T04:59:44Z
dc.date.issued2011
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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/62472
dc.identifier.doi10.1108/13555851111143213
dc.description.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.

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.volume23
dcterms.source.number3
dcterms.source.startPage270
dcterms.source.endPage284
dcterms.source.issn13555855
dcterms.source.titleAsia Pacific Journal of Marketing and Logistics
curtin.departmentSchool of Marketing
curtin.accessStatusOpen access


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