Table 2 - uploaded by Janell D. Townsend
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Source publication
The globalization of brands is an evolutionary process that is determined by environmental and firm-level factors, including a brand's position in the firm's global brand architecture. A framework is developed incorporating aspects of environmental uncertainty, mimetic behavior, and experiential learning as they relate to the globalization of brand...
Context in source publication
Context 1
... the one hand, manufac- turers often have brands with the same name as the company (e.g., Ford, Toyota, Nissan); on the other, some models have such a rich tradition and heritage that they have almost become brands, in and of themselves (e.g., Corvette, Mustang, Camaro). Adding to the complexity, there has been considerable consolidation in the automotive industry, and brands that were once independent companies are now brands within the portfolio of a global manufacturer (e.g., Volvo, owned by Ford; Nissan, controlled by Renault, and Daewoo, controlled by General Motors) (see Table 2). ...
Citations
... As beverage industries in Indonesia continue to be progressively competitive, firms should be able to identify the strategy to capture what makes them "stand out" compared to other competitors. The build-up in raising competitiveness stake has become a buzzword for globalization (Bhawsar & Chattophadyay, 2015), in which this action should also be considered by incorporating aspects of environmental uncertainty, mimetic behavior, and experiential learning (Townsend et al., 2009). Several firms pull the trigger in global expansion, especially in building brand credibility and reaching out to a new market yet to be uncovered. ...
With the rise of beverage and ice cream market entry through franchising, Halal certification is more concerned than ever, especially in a country where Muslims take a huge percentage of the whole populations, like Indonesia. The hinderance of business operation could potentially occur if customers felt dissatisfied and unwelcome toward the market entry, that had not had Halal certification, ultimately affecting the brand reputation based on customer satisfaction above all. Hence, this research aims to find out whether Halal Announcement can turn a brand into having a better brand reputation, by analyzing comments retrieved through Instagram, as well as to evaluate the prediction model of Naïve Bayes by using TF-IDF machine learning classification. The data for this research was separated into two posts, which have 3861 and 3128 unfiltered comments for occurrences before and after Halal Announcement respectively. These comments then are processed to validate that the company was able to rebound the positive sentiments after the Halal Announcement, in which the hypothesis was accepted. Furthermore, the developed Naïve Bayes model is evaluated on the After Halal Announcement dataset, achieving an average accuracy of 65.99%, showing that model is able to predict the sentiment quite fair with several key takeaways that are noted.
... Typically, the overall strength of a brand operating in one or more national markets is measured by its brand equity (Hsieh, 2004). Identifying the most effective strategy to maximise their brand equity across countries constitutes a strategic priority for international businesses who want to build their products global brand architecture (e.g., Townsend et al., 2015) and make concomitant decisions about the standardisation/adaptation of branding activities (e.g., Ford et al., 2011;Schmid and Kotulla, 2011). ...
Acknowledging that consumer-based brand equity (CBBE) is rarely an end goal in itself, as the CBBE constructs are capable of predicting significant consumer behavioural outcomes. While most consumer CBBE models are linear, they fail to capture the complexity of the brand equity construct and its benefits. This study builds on and extends previous research by empirically examining the configurable nature of the CBBE process and its
effect on overall brand equity and purchase intention on Indian consumers in organised retail sector. A survey-based empirical study was conducted to examine the influence of CBBE constructs on overall brand equity and purchase intention. Structural equation modelling (SEM) was applied using the data collected from 650 respondents comprising of the consumers who made purchases from the store. The research established that CBBE constructs positively influence overall brand equity and purchase intention.
... Global brands are available globally and are well known according to Deari and Balla, 2013). The word "big brand" applies to firms selling at least 20% of goods outside their countries or regions (Townsend et al., 2009). They also found (44 per cent) of respondents from 16 global brands that the price was the key reason for choosing a global brand, business theory and social responsibility was 12 per cent, followed by 8 per cent. ...
The aim of this paper is to examine the relationship between consumer brand equity (CBE). This work examines the gaps between global and local brands in the Indian market. Attitudes towards items around the world and the casual clothing brand of the Indian market are being investigated. Brand equity, consisting of brand identity, impact on the perception of consumer products regardless of age (people, inclination to local brands, personal experience, costs, advertising, sponsorships and endorsements) are recognized. A total of 255 students took part in the survey. This research shows that Indian consumers perceive global and local brands differently based on brand meaning.
... In addition, although this study accounts for market knowledge and capability contingencies, further important moderators may be of central interest in managerial decisions. For example, a firm's operational experience (global vs. regional) and brand positioning (global vs. local) may affect the performance of expansion in different markets (Meyer 2001;Townsend et al. 2009). Furthermore, previous studies (Roth 1995) have found culture and socioeconomics to influence consumers' perceptions of country of origin and firms in foreign markets. ...
China is the world’s second largest retail market and is expected to surpass the United States in 2020. This makes China a must-win market for global and local firms. However, manufacturers often find it hard to reach Chinese consumers due to China’s institutional and infrastructure weaknesses. The advent of online third-party marketplaces provides manufacturers with a new model to tackle these challenges. The question remains, however, whether and to what extent joining online third-party marketplaces in China can generate market value. Using an event study methodology, the authors assess the net impact of online marketplace adoption in China on manufacturers’ expected profitability. Although the abnormal returns are, on average, significant and positive, stock markets recognize that not all manufacturers can reap benefits. To delve deeper into this variation, the authors relate the abnormal returns to various sources of manufacturers’ market knowledge and marketing capabilities. They find that less diversified manufacturers with marketplace experience are expected to achieve greater gains, irrespective of their origin. However, the effects of marketing strengths diverge for foreign and local firms.
... Many luxury brands have sought new markets to grow their sales, and Townsend et al. (2009) found that these promotional efforts by global luxury brands have led firms to enter developing markets as part of their globalization strategy. As these developing markets grow, they are rapidly changing along with the profiles of customers of luxury brands. ...
... There is excellent research already published presenting the interplay between firm-stakeholder relationships. The dominant body of research employs a co-evolutionary perspective to study firms' internationalization; e.g., the path to developing global brands based on environment and the firm (Townsend, Yeniyurt, & Talay, 2009) and the process of dis-internationalization (Turner, 2012). The other dominant focus of studies in the literature is the investigation of the process of development of the SME/ family business (Schillaci, Romano, & Nicotra, 2013). ...
In the era of the Internet and networking, stakeholders increasingly acquire power by influencing brand value and meanings. However, this does not imply that marketing managers have lost their power over brand creation and management. Thus, the aim of this study is to explore brand power relationships taking the co-evolutionary perspective as conceptual lenses. In particular, this article seeks to address the competitive relationship between the corporation and its stakeholders in determining the corporate brand evolution over time, suggesting that corporate brand management is successful when co-evolving power relationships are established. The relational interplay between managers and stakeholders is framed into the Brand Power Relationship Model that suggests four potential evolutionary paths. It offers new brand typologies supported by examples from business practices, which mirror four different ways of managing and adapting brands over time; namely, through the None’s Brand, the Managers’ Brand, the Stakeholders’ Brand, and the Co-Evolutionary Brand. Focusing on the latter, this study depicts managers and stakeholders as having reciprocal influences and co-determining themselves, thus triggering interrelated relational effects that influence corporate brand evolution over time. The bilateral power of managers and stakeholders is framed into a further model, focused on corporate brand co-evolution. It is proposed that corporate brands can successfully co-create their value and meanings over time only if corporations co-evolve with their environment—in this study, multiple external stakeholders.
... The extant literature on international new product launch speed mainly focuses on the antecedents of international new product launch speed, specifically, firm-and countrylevel antecedents. At the firm-level, noted antecedents include global and local experience (Danzon et al. 2005;Kyle 2007Kyle , 2006Townsend et al. 2009;Yeniyurt et al. 2007), previous launches (Kyle 2007(Kyle , 2006, and multinationality of the launching firm (Kyle 2006). At the country-level, they include market size (Danzon et al. 2005;Kyle 2007Kyle , 2006Verniers et al. 2011;Yeniyurt et al. 2007), competition (Kyle 2007(Kyle , 2006Yeniyurt et al. 2007), and cultural distance (Kyle 2006;Townsend et al. 2009;Yeniyurt et al. 2007). ...
... At the firm-level, noted antecedents include global and local experience (Danzon et al. 2005;Kyle 2007Kyle , 2006Townsend et al. 2009;Yeniyurt et al. 2007), previous launches (Kyle 2007(Kyle , 2006, and multinationality of the launching firm (Kyle 2006). At the country-level, they include market size (Danzon et al. 2005;Kyle 2007Kyle , 2006Verniers et al. 2011;Yeniyurt et al. 2007), competition (Kyle 2007(Kyle , 2006Yeniyurt et al. 2007), and cultural distance (Kyle 2006;Townsend et al. 2009;Yeniyurt et al. 2007). ...
... This stream of research seems to suggest that the history of past launches of a new product may influence the speed of its subsequent launch in new countries. Knowing that consumers are more ready to adopt new products previously launched in Two main sets of antecedents of international new product launch speed: • Firm-level antecedents: ○ Global and local experience (Danzon et al. 2005;Kyle 2007Kyle , 2006Townsend et al. 2009;Yeniyurt et al. 2007), ○ Previous launches (Kyle 2007(Kyle , 2006, ○ Multinationality of the launching firm (Kyle 2006); • Country-level antecedents: ○ Market size (Danzon et al. 2005;Kyle 2007Kyle , 2006Verniers et al. 2011;Yeniyurt et al. 2007), ○ Competition (Kyle 2007(Kyle , 2006Yeniyurt et al. 2007), ○ Cultural distance (Kyle 2006;Townsend et al. 2009;Yeniyurt et al. 2007). ...
International new product launch speed is a crucial goal for firms, as it has major implications for their performance. The authors examine whether and how (1) the price and number of attributes of a new product, (2) the number of developed (emerging) countries in which it has been launched, and (3) the nature of the firm that originally launched it (i.e., multinational versus not) affect the new product’s speed of launch from developed countries to emerging ones (i.e., trickle-down) or vice versa (i.e., reverse innovation). In order to test the hypotheses, the authors use data on new product launches in the global packaged food industry in 2001–2014. The results indicate that a lower price accelerates trickle-down, while a higher price and more attributes accelerate reverse innovation. Further, having been launched in more countries and having been launched by a multinational firm both accelerate trickle-down and reverse innovation.
... For managers, the global branding paradigm has become increasingly important as firms need to use global approaches to communicate their offerings across countries to build brand value (Jun and Lee, 2007;Steenkamp et al., 2003;Townsend et al., 2009). It is, therefore, critical for multi-national companies to consider cultural differences when developing single brand strategies with an international appeal (Madden et al., 2000). ...
Purpose
This paper aims to investigate the commonalities and asymmetries between consumer responses to different types of natural designs across countries.
Design/methodology/approach
Data were gathered through a survey in three European countries ranking differently in what concerns Hofstede’s (1981) uncertainty avoidance dimension (UAD). Respondents can vary strongly in the way they interpret and use rating scales, exhibiting a variety of response styles. In the analysis of consumers’ preferences for logo design, this article apply constrained dual scaling (CDS) to account for response styles in categorical data.
Findings
Results demonstrate the broad appeal of natural logo designs, suggesting that design preferences are similar within countries with different cultural orientations. However, findings indicate that cultural dimensions influence how consumers respond to different types of natural logo designs. Indeed, the positive effects of organic designs are even more salient in countries with higher UAD. Thus, when managers prepare to launch their brands in countries that exhibit more discomfort with uncertainty, they should consider incorporating organic visual identity elements into their logos to achieve the maximum positive affect.
Originality/value
Companies invest extensive time, research and money in generating, promoting and modifying their logos. This paper provides important implications for international brand managers aiming to build a consistent and favorable brand image. From a methodological perspective, the results come from the analysis of clean data – that is, data after applying CDS, which increases the validity of the cross-country comparison.
... Brand scope choices concern both the geographic scope of brands (e.g. Townsend et al., 2009) and their industry scope (e.g. Sanchez, 2004). ...
The use of trademark data in innovation studies is still limited because as yet no guidelines exist to ascertain which trademarks relate to innovation. This paper proposes that a branding strategy approach may help to identify innovation related trademarks. Companies use distinctive branding strategies for innovation and these branding strategies have important consequences for the design of new trademarks and their application scope. Based on a sample of Benelux and Community trademarks, we find that trademarks for brand creation relate more often to product innovation. In addition, we find negative effects of a trademark's industry scope on its relatedness to product innovation, and of a trademark's geographic scope on its relatedness to service innovation. Our findings bear several key implications for further research towards identifying innovation-related trademarks from a branding strategy perspective.
... Keller et al. (2011) in their study has proven that culture is the primary concern which enables the firms to mould themselves in the respective ways. In the view of Townsend et al. (2009), comparability is one of the critical issues that is perceived from a crosscultural marketing perspective. It is essential for the marketing researchers to consider equivalence of construct as well as measures to be taken across cultures. ...
