Consumer based brand equity and status seeking motivation for a global versus local brand
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 consuming a global versus local brand. The data for this research was collected through a self administered survey. The data was collected from students in a large Western Australian university. 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. Between high and low status seeking groups, a global brand is strongly favoured in terms of awareness, perceived quality and overall brand equity by the former while a local brand seems to enjoy loyalty and overall brand equity amongst the later. 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.
Year of publication: |
2011
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Authors: | Roy, Rajat ; Chau, Ryan |
Publisher: |
School of Marketing |
Subject: | Consumer based brand equity | Status seeking motivation | global and local brands |
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