How global brands create firm value: The 4V model

International Marketing Review

Volumn 31, Issue 1, 2014, Pages 5-29

  Steenkamp, Jan Benedict ^a  

^a UNIVERSITY OF NORTH CAROLINA   (United States)

Author keywords

Brand value; Consumer culture; Global brands; Global marketing; Market segmentation; Marketing strategy

Indexed keywords

EID: 84893479685     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/IMR-10-2013-0233     Document Type: Article

References (64)

1. Aaker, D.A. (1991), Managing Brand Equity, The Free Press, New York, NY.
2. Aaker, D.A., Joachimsthaler, E. (2000), Brand Leadership, Free Press, New York, NY.
3. Alden, D.L., Steenkamp, J.-B.E.M., Batra, R. (1999), "Brand positioning through advertising in Asia, North America, and Europe: the role of global consumer culture" in Journal of Marketing, Vol. 63, No. 1, pp. 75-87.
4. Alden, D.L., Steenkamp, J.-B.E.M., Batra, R. (2006), "Consumer attitudes toward marketplace globalization: structure, antecedents, and consequences" in International Journal of Research in Marketing, Vol. 23, No. 3, pp. 227-239.
5. Appadurai, A. (1996), Modernity at Large: Cultural Dimensions of Globalization, University of Minnesota Press, Minneapolis, MI.
6. Arnett, J.J. (2002), "The psychology of globalization" in American Psychologist, Vol. 57, No. 10, pp. 774-783.
7. Baker, M., Sterenberg, G., Taylor, E. (2004), "Managing global brands to meet customer expectations" in Fellows, D.S. (Ed.), Excellence in International Research, Esomar, Amsterdam, pp. 47-70.
8. Batra, R., Ramaswamy, V., Alden, D., Steenkamp, J.-B.E.M., Ramachander, S. (2000), "Effects of brand local/non-local origin on consumer attitudes in developing countries" in Journal of Consumer Psychology, Vol. 9, No. 2, pp. 83-95.
9. Berner, R., Kiley, D. (2005), "Special report: global brands", BusinessWeek, September 5, pp. 54-61.
10. Bhaduri, A. (2013), "Brand breakout: how emerging market brands will go global", The Times of India, July 10.
11. BusinessWeek (2004), "The new power of brands", BusinessWeek, December 20, p. 64.
12. Cannon, H.M., Yaprak, A. (2011), "A dynamic framework for understanding cross-national segmentation" in International Marketing Review, Vol. 28, No. 3, pp. 229-243.
13. Chaudhuri, A., Holbrook, M.B. (2001), "The chain of effects from brand trust and brands affect to brand performance: the role of brand loyalty" in Journal of Marketing, Vol. 65, No. 2, pp. 81-93.
14. Christensen, C.M., Zobel, J. (1998), "Unilever's butter-beater: innovation for global diversity", Cambridge, MA, Case 9-698-017, Harvard Business School.
15. Dawar, N., Chattopadhyay, A. (2002), "Rethinking marketing programs for emerging markets" in Long Range Planning, Vol. 35, No. 5, pp. 457-474.
16. Dimofte, C., Johansson, J.K., Ronkainen, I.A. (2008), "Cognitive and affective reactions of American consumers to global brands" in Journal of International Marketing, Vol. 16, No. 4, pp. 113-135.
17. Dobbs, R. (2012), "Urban world: cities and the rise of the consuming class", McKinsey Global Institute Report.
18. (The) Economist (2012), "Wake up and smell the coffee", The Economist, December 15.
19. Erdem, T., Swait, J., Valenzuela, A. (2006), "Brands as signals: a cross-country validation study" in Journal of Marketing, Vol. 70, January, pp. 34-49.
20. Farrell, D. (2004), "Assess your company's global potential" in Harvard Business Review, Vol. 82, No. 12, pp. 82-90.
21. Foy, H. (2013), "Dacia leads charge of emerging market cars in Europe", Financial Times, August 22.
22. Francis, J.N.P., Lam, J.P.Y., Walls, J. (2002), "The impact of linguistic differences on international brand name standardization: a comparison of English and Chinese brand names of Fortune-500 Companies" in Journal of International Marketing, Vol. 10, No. 1, pp. 98-116.
23. Gaston-Breton, C., Martín, O.M. (2011), "International market selection and segmentation: a two-stage model" in International Marketing Review, Vol. 28, No. 3, pp. 267-290.
24. Geyskens, I., Steenkamp, J.B.E.M., Kumar, N. (1999), "Generalizations about satisfaction in marketing channel relationships using meta-analysis" in Journal of Marketing Research, Vol. 36, No. 2, pp. 223-238.
25. Ghemawat, P. (2007), Redefining Global Strategy, Harvard Business School Press, Boston, MA.
26. Gielens, K., Dekimpe, M.G. (2007), "The entry strategy of retail firms into transition economies" in Journal of Marketing, Vol. 71, No. 2, pp. 196-212.
27. Hassan, S.S., Katsanis, L.P. (1994), "Global market segmentation strategies and trends" in Hassan, S.S. and Kaynak, E. (Eds.), Globalization of Consumer Markets: Structures and Strategies, International Business Press, New York, NY, pp. 47-62.
28. Hauser, J.R., Koppelman, F.S. (1979), "Alternative perceptual mapping techniques: relative accuracy and usefulness" in Journal of Marketing Research, Vol. 16, No. 4, pp. 495-506.
29. Helsen, K., Jedidi, K., DeSarbo, W.S. (1993), "A new approach to country segmentation utilizing multinational diffusion patterns" in Journal of Marketing, Vol. 57, No. 4, pp. 60-71.
30. Holt, D.B., Quelch, J.A., Taylor, E.L. (2004), "How global brands compete" in Harvard Business Review, Vol. 82, No. 9, pp. 68-75.
31. Interbrand (2013), "Best Global Brands 2013", available at: www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx (accessed October 4, 2013).
32. Kasarda, J.D., Lindsay, G. (2011), Aerotroplis: The Way We'll Live Next, Farrar, Straus and Giroux, New York, NY.
33. Kipnis, E., Broderick, A.J., Demangeot, C. (2013), "Consumer multiculturation: unpacking consequences of multi-cultural identification for culture-based branding", Consumption, Markets and Culture, available at: http://dx.doi.org/10.1080/10253866.2013.778199.
34. Kochan, N. (1996), The World's Greatest Brands, Macmillan Houndmills, London.
35. Kotabe, M., Helsen, K. (2010), Global Marketing Management, Wiley, Hoboken, NJ, 5th ed.
36. Kumar, N. (2003), "Kill a brand, keep a customer" in Harvard Business Review, Vol. 81, No. 12, pp. 86-95.
37. Kumar, N., Steenkamp, J.-B.E.M. (2007), Private Label Strategy: How to Meet the Store Brand Challenge, Harvard Business School Press, Cambridge, MA.
38. Kumar, N., Steenkamp, J.-B.E.M. (2013a), Brand Breakout: How Emerging Market Brands Will Go Global, Palgrave MacMillan, New York, NY.
39. Kumar, N., Steenkamp, J.-B.E.M. (2013b), "Marketing to the diaspora" in Harvard Business Review, Vol. 91, No. 10, pp. 127-131.
40. Levitt, T. (1983), "The globalization of markets" in Harvard Business Review, Vol. 61, No. 3, pp. 92-102.
41. Mizik, N., Jacobson, R. (2008), "The financial value impact of perceptual brand attributes" in Journal of Marketing Research, Vol. 45, No. 1, pp. 15-32.
42. Okazaki, S., Taylor, C.R., Zou, S. (2006), "Advertising standardization's positive impact on the bottom line: a model of when and how standardization improves financial strategic performance" in Journal of Advertising, Vol. 35, No. 3, pp. 17-33.
43. Oliver, R.L. (1999), "Whence consumer loyalty?" in Journal of Marketing, Vol. 63, No. 4, pp. 33-44.
44. Özsomer, A., Altaras, S. (2008), "Global brand purchase likelihood: a critical synthesis and an integrated conceptual framework" in Journal of International Marketing, Vol. 16, No. 4, pp. 1-28.
45. Özsomer, A., Batra, R., Chattopadhyay, A., ter Hofstede, F. (2012), "A global brand management roadmap" in International Journal of Research in Marketing, Vol. 29, No. 1, pp. 1-4.
46. Papadopoulos, N., Martín, O.M. (2013), "International market selection and segmentation: perspectives and challenges" in International Marketing Review, Vol. 28, No. 2, pp. 132-149.
47. Quelch, J.A. (1999), "Global brands: taking stock" in Business Strategy Review, Vol. 10, No. 1, pp. 1-14.
48. Schmitt, B.H., Pan, Y. (1994), "Managing corporate and brand identities in the Asia-Pacific region" in California Management Review, Vol. 36, No. 4, pp. 32-48.
49. Steenkamp, J.-B.E.M. (2013), "How Global Brands Create Firm Value", presentation given at the Executive Board of the European Brands Association, Brussels.
50. Steenkamp, J.-B.E.M., de Jong, M.G. (2010), "A global investigation into the constellation of consumer attitudes toward global and local products" in Journal of Marketing, Vol. 74, No. 6, pp. 18-40.
51. Steenkamp, J.-B.E.M., Geyskens, I. (2014), "Manufacturer and retailer strategies to impact store brand share: global integration, local adaptation, and worldwide learning", Marketing Science, Vol. 33, No. 1, (in press).
52. Steenkamp, J.-B.E.M., ter Hofstede, F. (2002), "International market segmentation: issues and perspectives" in International Journal of Research in Marketing, Vol. 19, No. 3, pp. 185-213.
53. Steenkamp, J.-B.E.M., Batra, R., Alden, D. (2003), "How perceived brand globalness creates brand value" in Journal of International Business Studies, Vol. 34, No. 1, pp. 53-65.
54. Strizhakova, Y., Coulter, R.A., Price, L.L. (2008), "Branded products as a passport to global citizenship: perspectives from developed and developing countries" in Journal of International Marketing, Vol. 16, No. 4, pp. 57-85.
55. Strizhakova, Y., Coulter, R.A., Price, L.L. (2011), "Branding in a global marketplace: the mediating effects of quality and self-identity brand signals" in International Journal of Research in Marketing, Vol. 28, No. 4, pp. 342-351.
56. Ter Hofstede, F., Steenkamp, J.-B.E.M., Wedel, M. (1999), "International market segmentation based on consumer-product relations" in Journal of Marketing Research, Vol. 36, February, pp. 1-17.
57. Ter Hofstede, F., Wedel, M., Steenkamp, J.-B.E.M. (2002), "Identifying spatial segments in international markets" in Marketing Science, Vol. 21, No. 2, pp. 160-177.
58. Verlegh, P, Steenkamp, J.-B.E.M. (1999), "A review and meta-analysis of country-of-origin research" in Journal of Economic Psychology, Vol. 20, No. 5, pp. 521-546.
59. Waters, R. (2013), "Apple chief's gamble pays off as criticism remains muted", Financial Times, May 22, p. 2.
60. Whitelock, J., Fastoso, F. (2007), "Understanding international branding: defining the domain and reviewing the literature" in International Marketing Review, Vol. 24, No. 3, pp. 252-270.
61. Yip, G., Hult, G.T.M. (2012), Total Global Strategy, Pearson, Boston, MA, 3rd ed.
62. Zarantonello, L., Jedidi, K., Schmitt, B.H. (2013), "Functional and experiential routes to persuasion: an analysis in emerging versus developed markets" in International Journal of Research in Marketing, Vol. 30, No. 1, pp. 46-56.
63. Zeithaml, V.A. (1988), "Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence" in Journal of Marketing, Vol. 52, No. 3, pp. 2-22.
64. Zou, S., Cavusgil, S.T. (2002), "The GMS: a broad conceptualization of global marketing strategy and its effect on firm performance" in Journal of Marketing, Vol. 66, No. 4, pp. 40-56.