Journal of International Business Studies

, Volume 34, Issue 1, pp 53–65 | Cite as

How perceived brand globalness creates brand value

  • Jan-Benedict E M Steenkamp
  • Rajeev Batra
  • Dana L Alden
Original Article


In today's multinational marketplace, it is increasingly important to understand why some consumers prefer global brands to local brands. We delineate three pathways through which perceived brand globalness (PBG) influences the likelihood of brand purchase. Using consumer data from the U.S.A. and Korea, we find that PBG is positively related to both perceived brand quality and prestige and, through them, to purchase likelihood. The effect through perceived quality is strongest. PBG effects are weaker for more ethnocentric consumers.


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Copyright information

© Academy of International Business 2002

Authors and Affiliations

  • Jan-Benedict E M Steenkamp
    • 1
  • Rajeev Batra
    • 2
  • Dana L Alden
    • 3
  1. 1.Tilburg UniversityThe Netherlands
  2. 2.University of Michigan Business SchoolAnn ArborUSA
  3. 3.University of Hawaii at Honolulu

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