브랜드 글로벌성의 다차원적 개념화

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.