The DOI matches its Crossref record; 27 of the 27 references it cites were found in a registry or an index.
Cognitive and Affective Reactions of U.S. Consumers to Global Brands
Abstract
The authors find that U.S. consumers hold contradictory notions of what characterizes a global brand beyond its wide recognition, availability, and standardization across markets. In particular, they find that the association of brand globality with higher quality is not as strong as the literature has proposed and that affect directly influences how people perceive global brands. The initial results imply that previous research on globality effects may have confounded brand globality and brand strength and that the latter is responsible for the quality effect. A follow-up study shows that for most consumers, brand globality is associated with positive affect and that this affect is also reflected among consumers who are explicitly against global brands. The authors conclude that response to global brands is driven more by affect and less by cognition.
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Cited by
Zeugner-Roth, K. P., Žabkar, V., & Diamantopoulos, A. (2015) · Journal of International Marketing · doi:10.1509/jim.14.0038 · Cited by 454
Özsomer, A. (2012) · Journal of International Marketing · doi:10.1509/jim.11.0105 · Cited by 403
Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions
Steenkamp, J.-B. E. M. (2019) · Journal of International Marketing · doi:10.1177/1069031x18811289 · Cited by 266
Metadata
- Authors
- Dimofte, C. V., Johansson, J. K., & Ronkainen, I. A.
- Venue
- Journal of International Marketing
- Publisher
- SAGE Publications
- Published
- 2008-12
- Volume
- 16
- Issue
- 4
- Pages
- 113-135
- ISSN
- 1069-031X (ISSN-L)
- 1547-7215
- OpenAlex
- W2016668564
- Cited by
- 277
- References
- 27
- FWCI
- 34.77
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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