Local vs. Global Brands: Country-of-Origin’s Effect on Consumer-based Brand Equity among Status-Seekers

  • Sheng Yang CHIU
DOI: https://doi.org/10.22610/jebs.v7i3(J).577

Abstract

This paper examines the local and global automotive brands in conjunction with country-oforigin effect on consumer-based brand equity. Consumer’s level of status-seeking motivation is considered when analysing the effect of brand’s country-of-origin on consumer-based brand equity. Study conducted on 181 respondents showed that consumers generally prefer Asian than European automotive brands. Asian brands also ranked highest in perceived quality and brand loyalty, followed by European brands and local brands. The main difference of high and low status-seeking consumers is found in brand association, perceived quality, and brand loyalty of local brands. Low status-seeking consumers tend to rate brand association, perceived quality, and brand loyalty of local brands higher than high statusseeking consumers. This paper exhibits that the theory of consumer ethnocentrism and global branding strategies are not mutually exclusive.

Downloads

Download data is not yet available.
Published
2015-06-30
How to Cite
CHIU, S. Y. (2015). Local vs. Global Brands: Country-of-Origin’s Effect on Consumer-based Brand Equity among Status-Seekers. Journal of Economics and Behavioral Studies, 7(3(J), pp. 6-13. https://doi.org/10.22610/jebs.v7i3(J).577
Issue
Vol 7 No 3(J) (2015)
Section
Research Paper

Copyright (c) 2015 Journal of Economics and Behavioral Studies

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of a revised paper in the light of suggestions of the reviewers, editorial team edits and formats manuscripts to bring uniformity and standardization in published material.

This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.