Global and Local Brand Choice under A Globalized Context?

(Ching-Wen Hung)

0953-919963

m0401183@mail.fcu.edu.tw

(Hsiu Ying Huang)

04-24517250#4253

huanghy@fcu.edu.tw

**


 Abstract
This study is exploring and analyzing how globalization influence Taiwanese consumers
consumption behavior from their own perspective. The research question is proposed: when
globalization occurred, what are the variables influencing consumers decisions on choosing
global brands or local brands? This study adopts qualitative research with in-depth interview
method. We analyze the factors of purchase intension after interviewing 10 consumers.

We found that information technology and internet speed up the trend of globalization. And
the consumer perspective toward global brands and local brands is changing as well. The result
of research shows that there are two main factors, common factors and particular factors,
happened when consumers purchasing global brand or local brand products. The common factor
can support both global brand and local brand purchase decision at the same time. While factor
can only support global brand or local brand purchase decision. And particular factor is also a
key factor to know the brands division and competitive advantage.

Moreover, compare to traditional local brands, innovative local brands can get more benefit
from internet. The strength includes rapid reputation expansion and saving the distribution of
channels. Last but not least, the research shows that the cultural meaning of brand in particular
factor is important for customers when they choosing brands. Furthermore, if the brands
symbolic cultural meaning can offset consumer own desire for some specific culture, consumers
are more willing to purchase the product. The results of the study can make up for the shortage
of the related research topics in the past. Besides, it is valuable for both global brands and local
brand manufacturers to formulate suitable brand marketing strategies in practice.

Keywords: Global brands, Local brands, Branding decision



(Globalization)
(Alden Steenkamp and
Batra, 2006; Strizhakova, Coulter and Price, 2008)()
(Global brand)(Local brand)
?

(Westernization)(Ger and Belk, 1999)

(Globalness)(Hannerz 1990; Levitt, 1983;

Ter Hofstede, Steenkamp, and Wedel 1999) Apple
3C

(Alden Steenkamp and Batra, 2006; Strizhakova et al.,
2011) (Gao, Pan,
Tse and Yim, 2006; Ger, 1999)
(Ger, 1999; Keller, 1993)

(Arnould and Thompson, 2005)(Dimofte et al., 2010; Dong

and Tian, 2009)

(Meaning-based)

/

(Utilitarian)(Ger, 1999; Keller,
1993) (Quality)
(Symbolic)(Ger, 1999; Keller, 1993)(Prestige)
(Perceived brand globalness)
(Perceived brand localness)

()

(Holt, Quelch, and Taylor 2004 ; Steenkamp Batra and Alden, 2003; Alden, Steenkamp and
Batra, 1999; Batra et al., 200)

(Ger,
1999; zsomer, 2012; Shuiling and Kapferer, 2004)

()(Globalness)
(Steenkamp et al., 2003)
(Perceived brand globalness)(zsomer, 2012; Steenkamp et al., 2003)
(Prestige) (Social status)
(Steenkamp et al. 2003; Alden et al., 1999)
(Global identity) (Global myth)(Steenkamp et al. 2003;
zsomer and Altaras, 2008; Holt et al., 2004; Alden et al., 1999; Kapferer 1997)
(Global citizen) zsomer (2012)

TT

()(Localness)
(Ger,
1999; Dimofte et al., 2008) (Perceive brand
localness)(zsomer, 2012; Steenkamp et al. 2003)
(Local identity)


(Cayla and Eckhardt, 2007; Keller and Lehmann, 2006)

(in-depth interview)
(Venkatraman and Nelson, 2008; Venkatesh, Annamma, Sherry and
Deschenes, 2010) (contextualize)
(purposively
sampled) 10 ()
()
90 150

(Coding)
(Spiggle, 1994; Thompson and Haytko, 1997)(Categorization)(Abstraction)
(Comparison)(Dimensionalization)(Integration)(Iteration)
(Refutation)

/
/

1







()
/

(Ritzer, 2003; Robertson, 1992; Kjeldgaard and Ostberg, 2007)

(Kjeldgaard and Askegaard, 2006)

(Ger
and Belk, 1999; zsomer, 2012)
(Ger, 1999; Kjeldgaard and Askegaard, 2006;
Strizhakova et al., 2011; Thompson and Arsel, 2004)

(Cleveland et al., 2009)


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2. Karin 40
3. Alex IT 48
4. Chi-fang 48
5. Jason 52
6. Zoe 39
7. Yi-Wen 39
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9. Annie 23
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