INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 04, APRIL 2020 ISSN 2277-8616

Global Branding: A Literature Review

Dr. Sourabh Bhattacharya, Susmi Biswas, Dr. Sourav Gangopadhyay, Dr. Jayeeta Majumder

Abstract : Purpose –Social media and digital technologies have carried out a lot of value additions for different stakeholders in both academics and
industry. However comprehensive literature reviews on different aspects of social media marketing are quite a few. Also, researchers working in this
burgeoning area are eager to know the opinion of past researchers. The purpose of this study is to review scholarly articles on social media marketing
and to highlight its current state, key research areas and areas of further research. Design/methodology/approach – A systematic literature review of
scholarly articles related to social media marketing has been done to collect, examine and synthesize previous studies related to social media marketing.
The articles were selected in three stages. Through the stages, articles were repeatedly checked and examined for their relevance with the main topic.
Ultimately, 99 articles were utilized for this article. Findings - Through thoroughanalysis, all aspects of social media marketing were duly noted and the
current emerging areas of research were classified into seven main areas. Originality/value – Literature review articles related to social media marketing
are very limited and none of them had given a comprehensive view on different aspects of social media marketing. In such a regard, the value of this
study lies in the critical and comprehensive review and systematization of social media marketing based scholarly articles.

Keywords : Global Branding, Culture, Consumers, Connectedness, Ethnocentrism, Advertising, Culture, Social Media, Technology. Paper type –
Literature Review
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1. INTRODUCTION 2. THEORETICAL FRAMEWORK

Literature on global branding is relatively a new
phenomenon. Infact till 1980 the term ―global brands‖ was
relatively a new concept till 1980. It’s to be mentioned over
here, that much before 1980 global or international brands
had been existing for a long time in different forms(Dyer et
al.,2004; Richardson, 2008).The basic step of global
branding strategies of companies was to extend their
domestic marketing strategies to international markets. With
the expansion of the companies standardized branding
gave birth to global branding. Fuether growth of MNCs gave
birth to internationally unified brands. Still, as per
experts,those brands were not fully global ones in the
strictest sense of the term(Hudak, 1988; Pitta &Franzak,
2008). This is big factor due to which literary investigation
on global brands did not take place till 1980s. With
international restructuring a good number of companies
scholars started expressing their interest with regard to
global brands. A good number of companies starting from
IBM, Microsoft, Intel, Xerox, HP, Ford Motors, General
Motors, Suzuki started full-fledged globalization process in
1980s. With the publication of Levitt’s work (1983)
academic research on global branding started. It gathered
further momentum through a great work of Boddewyn,
Soehl, & Picard (1986). These studies provided the
momentum for further studies on global branding.
————————————————
 Dr.Sourabh Bhattacharya, Faculty Member, Department of
Management & Social Science, Haldia Institute of Technology. E-
mail:sourabhb82@gmail.com
 Ms. Susmi Biswas, Assistant Professor, Dept. of Hospital
Management, Haldia Institute of Management.
mail:susmibiswashaldia@gmail.com
 Dr. Sourav Gangopadhyay, Assistant Professor, Dept. of Hospital
Management, Haldia Institute of Management.
 E-mail: drsouravgangopadhyay@gmail.com
 Dr. Jayeeta Majumder (Corresponding Author), Assistant
Professor, Dept. of Hospital Management, Haldia Institute of
Management. E-mail: drjayeetamajumder@gmail.com
One of the factors considered for assessing success of a
firm is how it is performing in international markets.Infact,
MNCs give very close attention to international branding to
build and maintain their competitive edge. For instance,
FMCG giant Proctor & Gamble used to operate with 10
brands in 1980s.Today,it has 100s of brands catering to
different categories(Quelch& Hoff,1986; Hudak, 1988;
Aaker, 2003; Dyer, Dalzell, &Olegario, 2004). Companies
like Ford Motors, General Motors, Suzuki, IBM, Microsoft,
Intel, Xerox, HP, Unilever always take steps focusing
towards the long terms global viability of their brands.
Changes in the micro and macroeconomic landscapes are
forcing companies towards going global or initiating steps in
order to go global. Thus, international expansion of
companies not only drives globalization but also leads to
proliferation of several global brands (Douglas,Craig,
&Nijssen, 2001).Though lesser in numbers than local
brands. still strategic importance of global brands are much
more than their local avatars. Understanding the
importance of successful brand portfolio, for a long time
MNCs have maintained successful brand portfolio of local,
regional and global brands. All of the globally successful
brands like Unilever, P&G, Nestle, Kraft, General Mills have
adopted this strategy(Boze& Patton, 1995). As a result the
competitive landscape of global brands is quite complex
and multi-faceted. The increasing strategic importance of
globalization and its operational standardization have given
birth to global branding as the core focus of MNCs(cf. Yip,
2003) and to look at it from a holistic point of view (Mitchell,
2012;Edwards, 2011). Infact,efforts of MNCs in constantly
enhancing their global branding portfolio, reducing the local
ones have aroused scholarly interest towards global
E- branding(Marketing, 2011;Kapferer, 2002). Thus scholars
over the years have evaluated different aspects of global
branding (Zhang &Khare, 2009; Dimofte, Johansson,
&Bagozzi, 2010; O¨ zsomer, 2012;) through scholarly
reviews (Whitelock&Fastoso, 2007; O¨ zsomer&Altaras,
2008) of scholarly literature on global branding. Though
good number of studies have been done on various aspects
of global branding still there have been lesser studies on
the gradual evolutionary development of knowledge base
on global branding(Yadav, 2010). Therefore a
comprehensive evaluation of global branding literature have
become necessary. Just like other disciplines, knowledge
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development in the world of global branding have taken
place gradually over time (Kuhn, 1996). Therefore the
objective of this paper is to observe, evaluate and facilitate
the further development of global branding literature. After
this evaluation further areas of research on global branding
have been also discussed over here.
3. RESEARCH METHODOLOGY
The study was carried out by following the footsteps of
Alves, Fernandes, &Raposo, (2016), Petticrew& Roberts,
(2006) and a Tranfield, Denyer, & Smart, (2003) Through
the step by step approach of Sierra, Hyman, &Heiser,
(2012), three statges were followed to carry out the study.
First stage was undertaken through serach based on key
words.At this stage around articles were selected.In the
second stage more intensive research was carried out on
the topic ―Global Branding‖.So, 41 articles were rejected in
this phase. In the third and final stage 99 articles were
utilized for this article.
4. LITERATURE REVIEW
Xie et al.(2015) based on Chinese consumers proposed a
conceptual model at an augmented level with the intention
of explaining preference of consumers for international
brands viz a viz emerging market brands. Their model
added factors positive affect, high trust and brand-identity
matrix for better effects. The final results showed reflections
of previous studies that prestige and brand quality act as
important connections between perceived globalness and
localness of a brand.Infact both of them can increase
expressiveness of a brand’s identity. Thus, the results
proved the mediation effects of perceived brand globalness
and localness with behavioural intentions of
consumers.Along with the greater influence of affect,trusts
and brand prestige than perceived brand localness(PBG).
Dimofte et al.(2008) found the contradictions of US
consumers with regard to global brands, their features,
standardization, availability and recognition in different
markets. Infact according to them, US consumers associate
globality of a brand with high quality and thus brand quality
directly affects their perception. The initial results of their
studyshowed that brand strength directly affects quality
perception. Further studies showed that brand globality has
an association with positive affect and this affect exists to
customers who are for or against global brands. The final
conclusion drawn by the authors was that global brands are
driven less by cognition and more by affect.
Guo&Hong(2018) in their paper intended to study how
brands from emerging economies are perceived by
consumers of developed countries. Based on identity theory
and globalization they aimed to introspect consumer
attitude with relation to emerging global brands.For this, the
authors used both non-student surveys and laboratory
experiments. The final results converged from four studies
of the above experiments. The final results showed that
with regard to identity, consumers from developed regions
show more favourable attitude towards emerging economy
brands. This effect exists when consumers perceive
compatibility between global and local cultures and vice
versa. According to Pecotich& Ward(2007) the
simultaneous rise of globalization along with nationalism
have given rise to combined interaction of global brands
with other factors like the country of origin (COO) of
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services and products. Thus, in their paper the authors
intended to study the decision making procedures of
novices and experts with regard to quality, COO and global
brand names. The final results extracted through
quantitative studies, ANOVA and experimental design
supported the direct relation between COO and products.
The results found that highly knowledgeable consumers
definitely associate COO with brand name and product
quality. On the other hand, novices in both global and
emerging economy brands use COO as a halo effects
irrespective of physical quality and brand name. Due to the
commitment of international marketing in taking an
universal and technical approach towards solution for
managerial problems researchers have been compelled to
take an ethnocentric approach towards branding. This
approach becomes more problematic with the development
of global marketplaces. That’s why the authors,
Cayla&Arnould(2008) argued marketing scholars will have
to revise some key foundations and premises to meet the
methodological and theoretical challenges of global
branding. According to the authors, branding research also
need to be grounded historically and contextually,
polycentric orientedand perfectly tuned to the symbolic
aspects of all types of brands. The paper concluded with
conceptual ideas. The authors offer some conceptual
foundations for a contextually sensitive and culturally
relative world of branding. All throughout the world
consumers are choosing and comparing between global
and local brands. The authorsStrizhakova&Coulter(2015) in
their paperused the theories of global consumer culture and
consumer choice with the objective of proposing a historical
and socio-culturalaspect of global and local brands. Their
framework focused on factors like global
connectedness,ethnocentrismand local-global brand
comparison.The study was conducted based on around
3000 consumer data and 7 country level data. The final
results showed that purchase of local brands in comparison
to global ones depend on consumer values mediated by
identity perceptions and moderated by symbolism of
product category and a country’s level of economic
development. Based on three experiments, Leclerc et
al.(1994) examinedon the assumption that mentioning a
foreign brand in a place leads to cultural stereotyping and
also leads to an influenceproduct related attitude and
perception. The authors worked on French brands for
experimentation.The final results showed the direct relation
of pronunciation of French brands and perceived hedonism,
attitude towards brand and brand name, congruency with
regard to country of origin and lastly consumer perception
of products. Townsend et al.(2009) worked on the
evolution of brand expansion in international markets.
According to them, brand globalization takes an
evolutionary path considering firm level and environmental
factors. That’s why in their study the authors developed a
framework considering the above factors, experiential
learning and mimetic behaviour.The hypotheses were
created based on the global automotive industry and time
varying covariates. From an overall point of view the study
concluded that by considering the above factors
companies can create successful global brands and thus
leading to productive expansions. Chalaby(2008) studied
on international advertising especially how companies are
advertising internationally to build up a global brand. At first,
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European channels didn’t face much success due less
interest of companies in carrying out international
advertising. But afterwards their fortune improved with the
start of pan European advertising campaigns. Thus with the
advent of globalization and pan European advertisements,
brands started accessing foreign shores. In another study
by Torres et al.(2012), argued that corporate social
responsibility towards different stakeholders play a great
role building global brand equity. Also policies aimed
towards satisfying community interests lead to emphasis on
social responsibilities with other stakeholders also. Testing
was carried out on data of 57 global brands from 10
countries during the period 2002-2008. Their findings also
confirmed direct relation between CSR of companies and
global brand equity. This also lead to significant value
additions for customers. Ozsomer&Altaras(2008) build a
model to study purchase likelihood and global brand
attitude based on three theories namely – associative
network memory,signalling and consumer culture. Through
the integration of these theories and based on conceptual
framework the authors attempted to explain attitude of
consumers towards liking and purchasing global brands
considering factors like global brand credibility, perceived
brand globalness and authenticity, cultural capital,
prestige,relative price. Lastly, the authors also introduced
cosmopolitanism and self construct as the two moderators
of the model. Matanda&Ewing(2012) studied on the
organizational attendant processes within the purview of
standardization-adaptation. Thus, the authors studied on
the global branding strategies of Kimberley-Clark based on
case study method through the collection of required
information by interviewing senior and global marketing
managers of the company. Global branding at KC takes
place best sharing practices, global brand planning,
assigning responsibilities and implementing effective brand
strategies. The overall aim of global branding at KC is to
keep and maintain brand cohesiveness. The study of
Chabowski(2013) attempted to study the citations of
scholarly articles in global branding literature(GBL) and
evaluate the development of knowledge structure in this
regard. Bibliometric analysis was carried out on 120 articles
in this regard based on multi dimensional scaling to assess
the different intellectual influences on global branding
literature. Knowledge foundation on global branding
literature was unearthed through co-citation analysis. For
the study, the conceptual framework emphasized on five
areas i.e. brand performance, brand concept-image,
brand/country origin, brand positioning and international
branding strategies. Based on the five knowledge areas
agenda for future research was proposed for filling existing
gaps and facilitating further studies. Palazzo et al.(2017)
intended to study and assess the existing knowledgebase
in relation toattitude of consumers towards global brands
and to evaluate whether this attitude can be used for
market segmentation. At the first stage their paper delved
into different consumer perceptions on global brands.During
the second stage, cross-country analysis was carried out to
understand cultural and national aspects of consumers and
related brand equity. At the third and final stage based on
cluster and multiple correspondence analysis, fresh and
distinct groups of consumers were identified to understand
existing market trends. According to Douglas et
al.(2001),brands play a great role in the establishment of a
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firm’s viability and international positioning. Building of a
coherent brand architecture at a global level is one of the
firm’s core international marketing strategies, as it helps in
leveraging of stronger brands in other markets, assimilation
of acquired brands and lastly integration of strategy across
markets.Their study was carried out based on observations
of authors regarding how international brand architect ture
is built up by different companies. Good numbers of studies
have been conducted already on fake branding, intention of
consumers in purchasing fake brands and their ability to
differentiate between fake brands. That’s why the article of
Sonmez et al.(2012) based on experience of 128 MNC
managers in China attempted to study the relation between
fake branding and consumers. They mainly emphasized on
the views of managers regarding customer’s ability in
understanding and differentiating between fake brands and
how are they fighting against counterfeiting. The results
showed nil impact of consumer discrimination on anti-
counterfeiting. Rather it interacts with branding to decrease
brand image. Rather branding based on reliability carries a
positive influence. Yip(1997) in his paperdiscussed on the
determinants and patterns of globalmarketing, through a
contingency framework considering factors like parent
company features, organizational factors, company strategy
and position, globalization drivers of industry. These
determinants and patterns were testedbased on a sample
of 64 business of MNCs hailing from US, Europe and
Japan. The study found that the MNCs from sample used
more of global packaging and global branding in marketing
mix and lesser of global uniformity. Also other factors other
factors related to organization, company position, parent
company characteristicsand nationality play an important
role in global marketing. Due to globalization efforts of
firms, restructuring has taken place in big manner in
international brand portfolios resulting into the elimination of
several local brands. The study of Schuiling&Kapferer
(2004) attempted to understand the differences and
competitive advantages of local brands in comparison to
global brands. The study was conducted on 744 European
companies taken from Brand Asset Valuator database of
Young & Rubicam. These days most of the brands attempt
to create a personal connection with customers. . Several
studies concluded that through ―rituals‖ brands could
achieve a sacred or legendary status.However, companies
till now has limited knowledge on rituals are to be
performed and their influence of consumers.Due to still
competition from local brands, MNCs must know the
different aspects of rituals. Based on theoretical
understanding and conceptual framework Sharma et
al.(2017) delved into the interrelation between brand
awareness and rituals for MNCs. In their study they also
proposed thatbrand recall is led by internal ritualization
whereas external ritualization results into brand recognition.
According to the authors, factors like customer personality,
marketing budget, competition,culture play a big role in the
relationship between firm and customers. That’s why
various research propositions were introduced in the study
by authors. The study concluded with the fact that during
development of global branding firm managers must
incorporate ritualized behaviour of customers. Though
social media has become an integral part of today’s modern
life but, very few studies have been carried out on social
media strategies to be taken by an international brand to
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build closer relation with local customers. The study of Gao
et al.(2018)attempted to study social media strategies of an
international brand basedthree features namely: rarity,
inimitability, and value. Rarity and inimitability are the core
focus areas of an international brand.on the other hand
value acts as the initial basis. Based on two theoretical
frameworks, the data was collected through interview of
brand managers and observations on social media pages of
brands within culture based market positioning of an
international brand in a local market. The study ended with
conclusion that social media strategies and incentives must
be carried out depending on the relationships shared
between brand and users. Over the last decade the
financial services market had witnessed a sea change due
to great developments in technology and distribution
channels leading to great developments in consumer
attitude towards financial services industry. That’ why
Wright(2002) worked on how technology is working as an in
global branding efforts of financial services industry.
According to him, the above factors have removed barriers
like cost and geography related to the industry providing
key benefits to customers.Thus studying of branding
initiatives by financial services industry through technology
has attained great importance. Altshuler&Tarnovskaya
(2010) worked on the branding capabilities of technology
bronglobals. In other words they studied branding strategies
taken by young rapidly globalizing small and medium firms
through scarce resources. According to them,branding
strategies not only include steps taken by the firm but brand
value components.especially in technology B2B
markets.Based on study on a Danish firm they found that
brand vision of the founder superb technologies were the
key enablers for building an international brand. Whereas in
case of B2C brand focused marketing and technological
leaderships are key catalysts.The study concluded with the
fact that an international tech brand can be built up only
through technological superiority without the requirement of
any costly marketing budgets. Recent studies have delved
into the significance of culture in the process of global
marketing, branding and advertising. Most of these studies
emphasized on culture to be considered in global branding
activities of companies.Several models are used in this
regard of which the Hofstede model is the widely used
one.The article of Mooij&Hofstede (2010)concentrated on
the different elements of this model relevant for marketing
and advertising, and carried out review on studies which
used the model for analysis of global branding and
advertising by companies. Global brand consumers have
become seekers of variety. They are always looking for
something new to satisfy their growing need for satisfaction.
In this scenario, global brands must take strategies to
establish loyalty among customers as brand loyalty and
consumer attachment are closely related. But three factors
according to Tsai(2014), namely social exclusion, anxious
uncertainty and absurdity sense act as threats for
attachment between global consumers and their loyalty
towards brands. This finding is applicable for global brand
consumers dealing with products and services across
luxury or non-luxury brands. One of the challenges faced by
MNCs in today’s world is how to keep perfect balance
between local customization and global standardization.
Through global branding corporates can derive benefits like
consistency and scale economies.However, they also face
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issues ta local levels like different legal conditions,
competitive scenarios and customer opinions.Harish(2008)
in his paper explored this global versus local dilemma faced
by international brands by focusing on four brands namely
BMW/Volkswagen (Audi), Pantene shampoo,Smirnoff and
McDonald’s. These brands were considered as they
achieved their global status by taking the local route. On the
other hand Lin et al.(2008) studied on the socio linguistic
dimensions of global brands operating in China based on
three variables as given below:
a. Phonetic versus Ideographic language of the brand.
b. Individualistic versus collectivistic nature of the market
culture.
c. Developed versus Developing nature of the markets.
Again, the paper of Ramsay(2003) discussed on global
branding and it’s future with relation to food
manufacturing.This was done based on few questions
raised in the paper. According to the author food brands
brands in order to go global must change based on the
evolving environment in food market.
Lastly, good number of studies were also conducted on
myriad topics related to global branding like
a. Vanderveer(2004) did on new approaches related
to product positioning through global messaging.
b. Aaker&Joachimsthaler(1999) carried out their
study on the four principles of global branding
through stimulating of the sharing of insights and
best practices across regions, supporting a
common process of global brand planning,
assigning managerial responsibilities for brand
related synergies and execution of superb branding
strategies.
c. Ozsomer et al. (2012) worked on creating a
roadmap for global brand management.
5. CONCLUSION AND FURTHER STUDIES
ON GLOBAL BRANDING
Global branding literature till now is being carried out from
the point of view of customers. But it should focus more
onthe global branding strategies of companies. Also global
branding must focus on two specific issues. First,
integration of competition in global branding
process.Second, yielding of sustainable advantages under
competition. Time series analysis can help in a big manner
in studying the global branding trends acroos markets and
categories and providing key insights. Some issues which
can be further studied in this regard are different competitor
reaction functions of global brands in comparison to local
brands, functions of sales response and insulation
mechanism of global brands. Most studies on global
branding concentrate on multinational corporations. But
these days through proper utilization of technology within
short time global brands can be created. That is possible
even for startups. Examples in this regard can be taken of
Google, Facebook, LinkedIn, Instagram, Flipkart, Alibaba.In
the future further studies can be done on the global
branding processes of successful startups. In today’s world
social media play a big role in branding process of
corporates. Through social media consumers in a joint
manner interact on brands give feedback using several
platforms. Thus, the connection between social media and
global branding can be studied further.
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