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The Effects Of Perceived Brand Globalness On Consumer Responses To Brand Failures, Xue Gao
The Effects Of Perceived Brand Globalness On Consumer Responses To Brand Failures, Xue Gao
Theses & Dissertations
Even big companies cannot guarantee their brands never ever fail customers. Recently the brand failures of Toyota taught us a vivid lesson that a brand takes decades to be built up but to be ruined overnight. Although, the advantages of building global brands are well recognized in literature, the superiorities of global brands in brand failure context are not yet studied. This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures. Global brands are perceived superior to local brands due to factors like higher quality perceptions and prestige feelings. …