Abstract:

We provide the first theoretical effort to understand how consumers in the developed regions evaluate global brands from emerging countries. We propose that when consumers’ global (vs. local) identity is accessible, those from developed regions will show more favorable evaluations of global brands from emerging countries. And this effect is mediated by the positive association between global identity and globalization. Further, this effect emerged when consumers view global and local cultures as compatible with each other but disappeared when consumers view global and local cultures as oppositional to each other. Through four studies in U.S. and U.K. markets, we obtained convergent results for the global identity effect and also tested the reasons for this effect. The results add new knowledge to the literature of globalization, global branding and assimilation effect of global identity, and help to reconcile the heated debate on whether country of origin is still relevant to the globalized world. The findings have practical implications for global brand marketers from emerging economies to enter developed country markets, and to make their brands real global.

Key words: Global identity, Global brand, Emerging country, Consumer evaluation