publication . Article . 2010

THE PROVINCIALISM OF GLOBAL BRANDS AN EMPIRICAL ANALYSIS OF BRAND EQUITY DIFFERENCES IN MEXICO AND GERMANY

Thomas Cleff; Lena Fischer; Nadine Walter;
Open Access
  • Published: 01 Jan 2010 Journal: Interdisciplinary Management Research, volume 6, pages 776-800
Abstract
The term “global brand” has become widely used by the media and by consumers. Although media and consumers call these brands “global” and centralized marketing departments manage these brands globally – are these “global brands” really global? Can we talk about truly global brand equity? And if there were brand image differences between countries, which factors cause them? The authors conducted an empirical research during May and June 2009 with similarly aged University students in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and Mexicans, if the brand image of Apple iPod is perceived in the same w...
Subjects
free text keywords: Global Marketing, Global Brand; Brand Equity, Brand Image,Brand Awareness, Brand Analysis, Cross-country Comparison, jel:C21, jel:M31
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