Inconsistencies in global brands and their affect on consumers' perceptions

Thèse de Master , 2015 , 163 Pages , Note: 110

Gestion d'entreprise - marketing en ligne et marketing hors ligne

Recently, a lot of big corporations are pruning their portfolio just to be present with their big global brands. Even if it seems like managing global brands are easy, a lot of companies are facing with problems.

Many global brands are using different names, different logos or different positioning strategies around the globe. Especially in an increasingly global world, consumers’ likelihood of noticing these differences have been dramatically increased. Suprisingly, so far the effects of these differences were ignored by both scholars and practitioners. This study strikes the first match about this topic.

Consumers’ evaluation of the global brands’ attributes, the perception of these differences and likelihood of purchase are investigated in the case of three conditions; global brands with different names, with different logos and with different positioning strategies.

In all conditions, consumers’ evaluation about attributes of brands is changing. In line with previous literature, a high percentage of people perceive the differences as local adaptations. Lastly but most importantly, it is found that likelihood of purchase both in home country and in abroad is decreased in all the cases.

Inhaltsverzeichnis (Table of Contents)

• Chapter 1. Introduction
• Chapter 2. Literature Review
  • 2.1. Global Brands and Local Brands
    • 2.1.1. Brands and branding
    • 2.1.2. Types of Brands
      • 2.1.2.1. Global Brands Definition
      • 2.1.2.2. Local Brands Definition
    • 2.1.3. Reasons to choose
      • 2.1.3.1. Reasons to choose global brands
        • 2.1.3.1.1. Company related reasons
        • 2.1.3.1.2. Consumer related reasons
          • 2.1.3.1.2.a. Quality and Price
          • 2.1.3.1.2.b. Prestige
          • 2.1.3.1.2.c. Others
      • 2.1.3.2. Reasons to choose local brands
        • 2.1.3.1.1. Company related reasons
        • 2.1.3.1.2. Consumer related reasons
          • 2.1.3.1.2.a. Trust
          • 2.1.3.1.2.b. Health Value
          • 2.1.3.1.2.c. Others
    • 2.2. Global Brands with Inconsistencies
      • 2.2.1. Globalization
      • 2.2.2. Global Expansion
      • 2.2.3. Brand Inconsistencies
        • 2.2.3.1. Global Brands with different names
        • 2.2.3.2. Global Brands with different logos
        • 2.2.3.3. Global Brands with different positioning strategies
    • 2.3. Hypothesis
  • Chapter 3. Methodology
    • 3.1. Survey Instrument
    • 3.2. Questionnaire Design
  • Chapter 4. Data Analysis
    • 4.1. Global Brands without inconsistencies
    • 4.2. Global Brands with Different Brand Names
    • 4.3. Global Brands with Different Brand Logos
    • 4.4. Global Brands with Different Brand Positioning Strategies Regardless of the specifying the strategy
    • 4.5. Global Brands with Different Brand Positioning Strategies Premium strategy in home country
    • 4.6. Global Brands with Different Brand Positioning Strategies Value for money in home country
  • Chapter 5. Discussion
    • 5.1. Change in consumer evaluation
    • 5.2. Perception of the difference
    • 5.3. Change in likelihood of purchase
  • Chapter 6. Conclusion
  • Chapter 7. Limitation and Future Directions

  Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

  This master thesis explores the impact of inconsistencies in global brands on consumer perceptions in a globalized world. It investigates how variations in brand names, logos, and positioning strategies across different markets affect consumer evaluations, perceptions of differences, and likelihood of purchase.

  • The influence of global brand inconsistencies on consumer perceptions
  • The role of globalization and global brand expansion in creating inconsistencies
  • Consumer evaluation of global brand attributes in the presence of inconsistencies
  • The perception of brand differences by consumers
  • The impact of inconsistencies on consumer purchase likelihood

  Zusammenfassung der Kapitel (Chapter Summaries)

  Chapter 1 introduces the research topic and provides background information on global brands and their inconsistencies. It outlines the research problem, objectives, and hypotheses. Chapter 2 reviews relevant literature on global brands, branding, and consumer behavior, exploring the reasons for choosing global and local brands and the implications of inconsistencies for brand perception. Chapter 3 details the methodology used in the research, including the survey instrument and questionnaire design. Chapter 4 presents the data analysis, examining the impact of different types of inconsistencies on consumer evaluations, perceptions, and purchase likelihood. Chapter 5 discusses the findings of the study, analyzing the changes in consumer evaluations, perceptions of differences, and likelihood of purchase in the presence of inconsistencies. Chapter 6 concludes the research, summarizing the key findings and their implications for global brand management. Chapter 7 discusses limitations of the study and suggests future directions for research.

  Schlüsselwörter (Keywords)

  Global brands, brand inconsistencies, consumer perceptions, brand evaluation, global expansion, globalization, brand positioning, purchase likelihood, cross-cultural marketing, brand adaptation, brand equity.

• Note: 110
• Auteur: Tugba Deniz (Auteur)
• Année de publication: 2015
• Pages: 163
• N° de catalogue: V304776
• ISBN (ebook): 9783668112513
• ISBN (Livre): 9783668112520
• Langue: anglais
• mots-clé: Global brands, Consumer perceptions, Inconsistencies in global brands, Globalization, Global, Local brands, Purchase decision, Likelihood of purchase