Global brands in the United States: How consumer ethnicity mediates the global brand effect

Journal of International Marketing

Volumn 18, Issue 3, 2010, Pages 81-106

  Dimofte, Claudiu V ^a   Johansson, Johny K ^b   Bagozzi, Richard P ^c,d  

^a Department of Marketing ^*  (United States)

^b GEORGETOWN UNIVERSITY   (United States)

^c UNIVERSITY OF MICHIGAN   (United States)

^d UNIVERSITY OF MICHIGAN   (United States)

Author keywords

Attitudes; Consumer ethnicity; Global brands; Market segmentation; Purchase behavior

Indexed keywords

EID: 77956581064     PISSN: 1069031X     EISSN: None     Source Type: Journal    
DOI: 10.1509/jimk.18.3.81     Document Type: Article

References (62)

1. ACNielsen (2001), Reaching the Billion-Dollar Mark: A Review of Today's Global Brands. Chicago: ACNielsen.
2. Alden, Dana L., Jan-Benedict E.M. Steenkamp, and Rajeev Batra (1999), "Brand Positioning Through Advertising in Asia, North America and Europe: The Role of Global Consumer Culture," Journal of Marketing, 63 (January), 75-87.
3. Archambault, Annie, Christopher O'Donnell, and Philippe G. Schyns (1999), "Blind to Object Changes: When Learning the Same Object at Different Levels of Categorization Modifies Its Perception," Psychological Science, 10 (3), 249-55.
4. Askegaard, Søren, Eric J. Arnould, and Dannie Kjeldgaard (2005), "Postassimilationist Ethnic Consumer Research: Qualifications and Extensions," Journal of Consumer Research, 32 (3), 160-70.
5. Batra, Rajeev, Venkatram Ramaswamy, Dana L. Alden, Jan-Benedict E.M. Steenkamp, and S. Ramachander (2000), "Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries," Journal of Consumer Psychology, 9 (2), 83-95.
6. Bergier, Michel J. (1986), "Predictive Validity of Ethnic Identification Measures: An Illustration of the English/French Classification Dilemma in Canada," Journal of the Academy of Marketing Science, 14 (2), 37-42.
7. Berkson, Isaac B. (1969), Theories of Acculturation: A Critical Study. New York: Arno Press.
8. Bernstein, R. (2004), "Hispanic and Asian Americans Increasing Faster Than Overall Population," U.S. Census Bureau press release, (June 14), (accessed November 10, 2009), [available at http://www.census.gov/ PressRelease/www/ releases/archives/race/001839.html].
9. Bush, Alan J., Rachel Smith, and Craig Martin (1999), "The Influence of Consumer Socialization Variables on Attitude Toward Advertising: A Comparison of African-Americans and Caucasians," Journal of Advertising, 28 (3), 13-24.
10. Chattaraman, Veena, Nancy A. Rudd, and Sharron J. Lennon (2009), "Identity Salience and Shifts in Product Preferences of Hispanic Consumers: Cultural Relevance of Product Attributes as a Moderator," Journal of Business Research, 61 (8), 826-33.
11. Chaudhuri, Arjun and Morris B. Holbrook (2001), "The Chain of Effects from Brand Trust and Brand Affect to Brand Performanee: The Role of Brand Loyalty," Journal of Marketing, 65 (April), 81-93. (Pubitemid 33260129)
12. Darley, William K. and Denise M. Johnson (1993), "CrossNational Comparison of Consumer Attitudes Toward Consumerism in Four Developing Countries," Journal of Consumer Affairs, 27 (1), 37-54.
13. Deshpandé, Rohit, Wayne D. Hoyer, and Naveen Donthu (1986), "The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption," Journal of Consumer Research, 13 (2), 214-20.
14. Dimofte, Claudiu V, Johny K. Johansson, and Ilkka A. Ronkainen (2008), "Cognitive and Affective Reactions of U.S. Consumers to Global Brands," Journal of International Marketing, 16 (4), 113-35.
15. Donthu, Naveen and Joseph Cherian (1994), "Impact of Strength of Ethnic Identification on Hispanic Shopping Behavior," Journal of Retailing, 70 (4), 383-93.
16. Festinger, Leon (1957), A Theory of Cognitive Dissonance. Evanston, IL: Row, Peterson.
17. Fishbein, Martin and Icek Ajzen (1975), Beliefs, Attitudes, Intentions, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
18. Gardyn, Rebecca and John Fetto (2003), "Race, Ethnicity and the Way We Shop," American Demographics, 25 (1), 30-33.
19. Gentry, James W, Sunkyu Jun, and Patriya Tansuhaj (1995), "Consumer Acculturation Processes and Cultural Conflict.
20. How Generalizaba Is a North American Model for Marketing Globally?" Journal of Business Research, 32 (2), 129-39.
21. Green, Corliss L (1995), "Differential Responses to Retail Sales Promotion Among African-American and Anglo-American Consumers," Journal of Retailing, 71 (1), 83-92.
22. Halliday, Jean (2000), "Volvo to Buckle Up AfricanAmericans," Advertising Age, (February 14), 28.
23. Holt, Douglas B. (2004), How Brands Become Icons. Boston: Harvard Business School Press.
24. -, Jack A. Quelch, and Earl L. Taylor (2004), "How Global Brands Compete," Harvard Business Review, 82 (9), 68-81.
25. Hsieh, Ming H. (2002), "Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study," Journal of International Marketing, 10 (2), 46-67.
26. Hulin, Charles, Richard Netemeyer, and Robert Cudek (2001), "Can a Reliability Coefficient Be Too High?" Journal of Consumer Psychology, 10 (1-2), 55-58.
27. Huntington, Samuel P. (2004), Who Are We? The Challenges to America's National Identity. New York: Simon & Schuster.
28. Johansson, Johny K. and Ilkka A. Ronkainen (2005), "The Esteem of Global Brands," Journal of Brand Management, 12 (5), 339-54.
29. Jöreskog, Karl G. and Dag Sörbom (1999), LISREL 8: User's Reference Guide, 2d ed. Chicago: Scientific Software International.
30. Kapferer, Jean N. (1997), Strategic Brand Management, 2d ed. London: Kogan-Page.
31. -(2005), "The Post-Global Brand," Journal of Brand Management, 12 (5), 319-24.
32. Keller, Kevin L. (1993), "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, 57 (January), 1-22.
33. -(2007), Strategic Brand Management, 3d ed. Upper Saddle River, NJ: Prentice Hall.
34. Kim, Chung K. and Jay Y. Chung (1997), "Brand Popularity, Country Image and Market Share: An Empirical Study," Journal of International Business Studies, 28 (2), 361-86.
35. Kwak, Hyokjin, Anupam Jaju, and Trina Larsen (2006), "Consumer Ethnocentrism Offline and Online: The Mediating Role of Marketing Efforts and Personality Traits in the United States, South Korea, and India," Journal of the Academy of Marketing Science, 34 (3), 367-85.
36. LaFromboise, Teresa, Hardin L.K. Coleman, and Jennifer Gerton (1993), "Psychological Impact of Biculturalism: Evidence and Theory," Psychological Bulletin, 114 (3), 395-412.
37. Moore, Latetia V. and Ana V. Diez-Roux (2006), "Associations of Neighborhood Characteristics with the Location and Type of Food Stores," American Journal of Public Health, 96 (2), 325-31.
38. O'Hare, William P. (1987), "Blacks and Whites: One Market or Two?" American Demographics, 9 (3), 44-48.
39. Padilla, Amado M. and William Perez (2003), "Acculturation, Social Identity, and Social Cognition: A New Perspective," Hispanic Journal of Behavioral Sciences, 25 (1), 35-55. (Pubitemid 36434729)
40. Phinney, Jean S. (1996). "When We Talk About American Ethnic Groups, What Do We Mean?" American Psychologist, 51 (9), 918-27.
41. -, Cindy L. Cantu, and Dawn A. Kurtz (1997), "Ethnic and American Identity as Predictors of Self-Esteem Among African American, Latino, and White Adolescents," Journal of Youth and Adolescence, 26 (2), 165-85.
42. Pitts, Robert E., D. Joel Whalen, Robert O'Keefe, and Vernon Murray (1989), "Black and White Response to Culturally Targeted Television Commercials: A Values-Based Approach," Psychology & Marketing, 6 (4), 311-28.
43. Pollit, Ernesto (1994), "Poverty and Child Development: Relevance of Research in Developing Countries to the United States," Child Development, 65 (2), 283-95.
44. Roberts, John and Julien Cayla (2009), "Global Branding," in The SAGE Handbook of International Marketing, Masaaki Kotabe and Kristiaan Helsen, eds. Thousand Oaks, CA: Sage Publications, 346-60.
45. Roth, Martin S. (1995), "The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies," Journal of Marketing Research, 32 (May), 163-75.
46. Schaninger, Charles M., Jacques C. Bourgeois, and Christian W. Buss (1985), "French-English Canadian Subcultural Consumption Differences," Journal of Marketing, 49 (Spring), 82-92.
47. Schmitt, Neal (1996), "Uses and Abuses of Coefficient Alpha," Psychological Assessment, 8 (4), 350-53.
48. Schuiling, Isabelle and Jean N. Kapferer (2004), "Real Differences Between Local and International Brands: Strategic Implications for International Marketers," Journal of International Marketing, 12 (4), 97-112.
49. Schwartz, Joe (1987), "Hispanic Opportunities," American Demographics, 9 (5), 56-59.
50. Shimp, Terence A., Saeed Samiee, and Thomas J. Madden (1993), "Countries and Their Products: A Cognitive Structure Perspective," Journal of the Academy of Marketing Science, 21 (4), 323-30.
51. Solomon, Michael R. (2008), Consumer Behavior, 8th ed. Upper Saddle River, NJ: Prentice Hall.
52. Steenkamp, Jan-Benedict E.M., Rajeev Batra, and Dana L. Alden (2003), "How Perceived Brand Globalness Creates Brand Value," Journal of International Business Studies, 34 (1), 53-65.
53. Thompson, Craig J. and Zeynep Arsel (2004), "The Starbucks Brandscape and Consumers' (Anticorporate) Experiences of Glocalization," Journal of Consumer Research, 31 (1), 631-42.
54. Thorelli, Hans B. (1981), "Consumer Policy for the Third World," Journal of Consumer Policy, 5 (3), 197-211.
55. Tung, Rosalie L. (2008), "The Cross-Cultural Research Imperative: The Need to Balance Cross-National and Intra-National Diversity," Journal of International Business Studies, 39 (1), 41-46.
56. U.S. Census Bureau (2009), Statistical Abstract of the United States: 2009, 128th ed. Washington, DC: Government Printing Office.
57. -(2010), State and County QuickFacts, (accessed May 26, 2010), [available at http://quickfacts.census.gov/ qfd/states/00000.html].
58. Valencia, Humberto (1989), "Hispanic Values and Subcultural Research," Journal of the Academy of Marketing Science, 17 (1), 23-28.
59. Veblen, Thorstein (1899), The Theory of the Leisure Class. New York: Macmillan.
60. Wilkes, Robert E. and Humberto Valencia (1986), "Shopping Related Characteristics of Mexican-Americans and Blacks," Psychology and Marketing, 3 (4), 247-59.
61. Zarantonello, Lia and Bernd H. Schmitt (2010), "Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior," Journal of Brand Management, forthcoming.
62. Zhang, Yinlong and Adwait Khare (2009), "The Impact of Accessible Identities on the Evaluation of Global Versus Local Products," Journal of Consumer Research, 36 (3), 524-37.