Global brands: a multi-level, multi-country analysis

This study investigates the effect of perceived globalness on consumer’s ownership of global brands. We address: (1) whether perceived brand globalness adds to explanation once brand quality and prestige are accounted for; (2) whether the strength of association of brand ownership with quality and prestige is contingent on perceived brand globalness; and (3) how these relationships vary across countries and regions with different degrees of globalization. To this end, we use hierarchical generalized linear model with a three-level structure. This design consists of consumers (level 1) nested within countries (level 2), which are nested within regions (level 3). The model is tested with data across 30 countries from 30,375 face-to-face interviews with consumers, evaluating 36 global brands. The findings reveal that, global brand characteristics (including perceived quality, prestige, and globalness, along with their interactions) play a complex role on brand ownership. In addition, these relationships are sensitive to contextual contingencies.