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The esteem of global brands

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Abstract

Global brands are supposed to benefit from the scale and scope that having a presence in multiple markets brings. It has been suggested that the degree to which a brand is global affects positively the regard in which the brand is held. The study tests the proposed linkages between globality and esteem against data from eight countries. The results show that the reach of a brand is consistently associated with higher esteem, but only after familiarity is achieved. The globality of a brand has a clear role in building a sustainable competitive advantage.

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Authors and Affiliations

  1. McDonough School of Business, Georgetown University, Washington, 20057, DC, USA

    Johny K Johansson

Authors
  1. Johny K Johansson
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  2. Ilkka A Ronkainen
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Correspondence to Johny K Johansson.

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2teaches international business at Georgetown University and at the Helsinki School of Economics.

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Johansson, J., Ronkainen, I. The esteem of global brands. J Brand Manag 12, 339–354 (2005). https://doi.org/10.1057/palgrave.bm.2540230

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  • DOI: https://doi.org/10.1057/palgrave.bm.2540230

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