브랜드 글로벌성의 다차원적 개념화Perceived Brand Globalness: A Multi-dimensional Conceptualization
- Other Titles
- Perceived Brand Globalness: A Multi-dimensional Conceptualization
- Authors
- Pan Jun; 조효은; 정인식
- Issue Date
- 2019
- Publisher
- 한국국제경영학회
- Keywords
- 브랜드 글로벌성; 브랜드 태도; 중국 소비자; Perceived brand globalness(PBG); Brand attitude; Chinese consumers
- Citation
- 국제경영연구, v.30, no.1, pp.55 - 86
- Indexed
- KCI
- Journal Title
- 국제경영연구
- Volume
- 30
- Number
- 1
- Start Page
- 55
- End Page
- 86
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/69083
- DOI
- 10.14365/ibj.2019.30.1.3
- ISSN
- 1598-2718
- Abstract
- Previous research about perceived brand globalness(PBG) has focused on its pathway to create brand value, yet our understanding of this focal concept has been very limited. This study attempts to expand the existing conceptualization of PBG, typically composed of single-dimensional three items. Based on a broad-based review of the literature, we propose PBG with five dimensions - global reach, brand consistency, perceived brand value, perceived social responsibility, and perceived brand iconicity. To empirically examine the new conceptualization, we conducted a survey of Chinese consumers using four global brands across two product categories.
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Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
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