Jennifer L. Stoner, Carlos J. Torelli and Alokparna Basu Monga
This research distinguishes between abstract brand concepts built through the development of diverse product portfolios (i.e. portfolio abstractness) and those built through…
Abstract
Purpose
This research distinguishes between abstract brand concepts built through the development of diverse product portfolios (i.e. portfolio abstractness) and those built through establishing human-like images (i.e. image abstractness), and investigates the joint effect of the two types of brand abstractness on building brand equity.
Design/methodology/approach
The three studies presented use experimental design with participants in a laboratory setting and members of an online participant panel.
Findings
Three studies demonstrate that while building abstractness by expanding a brand’s product portfolio can generate favorable brand evaluations, this positive effect is marginal compared to when the brand is imbued with human-like characteristics. Furthermore, the favorable effects on brand equity because of abstractness associated with a human-like brand image are evident in protection from brand dilution in the face of negative publicity.
Research limitations/implications
The findings suggest that a consideration of different forms of abstractness is key to unlocking the complexities of understanding customer-based brand equity.
Practical implications
This research shows that although building abstractness through a diversified product portfolio or a symbolic, human-like brand image can favorably impact customer-based brand equity (i.e. attitudes and responses to negative publicity), the former strategy has a marginal effect compared to the latter.
Originality/value
This is the first research to conceptualize brand abstractness as stemming from broad portfolios or from human-like brand images. Additionally, it provides a holistic understanding of how these two forms of abstractness jointly influence brand evaluations and responses to negative publicity.
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Carlos J. Torelli and Jennifer L. Stoner
The purpose of this paper is to comment on the conceptual framework highlighting the reinforcing nature of global consumer culture.
Abstract
Purpose
The purpose of this paper is to comment on the conceptual framework highlighting the reinforcing nature of global consumer culture.
Design/methodology/approach
The approach is conceptual with illustrative examples.
Findings
The authors integrate the conceptual framework that highlights the reinforcing nature of global consumer culture with recent findings about the psychology of globalization. Specifically, the authors bring attention to the perceptual, cognitive and motivational consequences of globalization, as well as its effects on consumer identification. The authors illustrate how this integration provides insights for better predicting consumer behavior in a globalized world.
Research limitations/implications
One key aspect of globalization is the creation of multicultural spaces in contemporary societies. Taking a psychological approach, the authors discuss how consumers respond to the process of culture mixing at the heart of globalization. This has consequences for marketers’ global endeavors and provides a nuanced understanding of consumer behavior in a globalized world.
Originality/value
The paper integrates a novel framework with recent findings about the psychology of globalization, opening avenues for future research on global consumer cultures.
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Carlos J. Torelli, Hyewon Oh and Jennifer L. Stoner
The purpose of this paper is to propose cultural equity as a construct to better understand the characteristics that define a culturally symbolic brand and the downstream…
Abstract
Purpose
The purpose of this paper is to propose cultural equity as a construct to better understand the characteristics that define a culturally symbolic brand and the downstream consequences for consumer behavior and nation branding in the era of globalization.
Design/methodology/approach
This paper is an empirical investigation of the knowledge and outcome aspects of cultural equity with a total of 1,771 consumers located in three different countries/continents, 77 different brands as stimuli, and using a variety of measures, surveys, lab experiments, procedures and consumer contexts.
Findings
Cultural equity is the facet of brand equity attributed to the brand's cultural symbolism or the favorable responses by consumers to the cultural symbolism of a brand. A brand has cultural equity if it has a distinctive cultural symbolism in consumers' minds (brand knowledge aspect of cultural equity: association with the central concept that defines the culture, embodiment of culturally relevant values and embeddedness in a cultural knowledge network), and such symbolism elicits a favorable consumer response to the marketing of the brand (outcome aspect of cultural equity: favorable evaluations and strong self-brand connections).
Practical implications
This paper offers a framework that allows marketers to develop cultural positioning strategies in hyper-competitive and globalized markets and identify ways for building and protecting their brands' cultural equity.
Originality/value
This paper advances our understanding of brands as cultural symbols by introducing cultural equity and integrates prior research on brand equity, cross-cultural differences in consumer behavior, country-of-origin effects and nation branding.
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Keywords
Carlos J. Torelli and Jennifer L. Stoner
To introduce the concept of cultural equity and provide a theoretical framework for managing cultural equity in multi-cultural markets.
Abstract
Purpose
To introduce the concept of cultural equity and provide a theoretical framework for managing cultural equity in multi-cultural markets.
Methodology/approach
Recent research on the social psychology of globalization, cross-cultural consumer behavior, consumer culture, and global branding is reviewed to develop a theoretical framework for building, leveraging, and protecting cultural equity.
Findings
Provides an actionable definition for a brand’s cultural equity, discusses consumer responses to brands that relate to cultural equity, identifies the building blocks of cultural equity, and develops a framework for managing cultural equity.
Research limitations/implications
Research conducted mainly in large cities in North and South America, Europe, the Middle East, and East Asia. Generalizations to less developed parts of the world might be limited.
Practical implications
A very useful theoretical framework for managers interested in building cultural equity into their brands and for leveraging this equity via new products and the development of new markets.
Originality/value
The paper integrates past findings across a variety of domains to develop a parsimonious framework for managing cultural equity in globalized markets.