Maryam Vaziri, Joan Llonch-Andreu and Pilar López-Belbeze
This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The…
Abstract
Purpose
This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The study also intends to identify whether the consumer's previous experience with such brands may impact BCL.
Design/methodology/approach
Twenty-eight global and local brands were used to test the hypotheses by conducting a survey with 400 consumers in the emerging economy of Iran. The authors applied a quantitative technique of brand classification, previously proposed in the literature. After categorizing the brands as local, global or glocal, one-way ANOVA, Tukey post hoc and t-test analyses were performed to identify whether the different types of brands had different BCLs.
Findings
The results showed that brand clarity was significantly higher for local bands than for global or glocal brands and that it was higher for glocal bands than for global brands. Furthermore, the consumer's prior experience with a brand had no impact on BCL for different types of brands.
Social implications
For global brand managers, it is essential to know that local brands in Middle Eastern emerging markets may have more brand clarity than global brands. Therefore, if global brands intend to enter these markets, adopting a glocal positioning appears to be a helpful strategy. Besides, the results suggest that managers should analyze brand categorization from the consumer's perspective, i.e. from a subjective instead of an objective perspective.
Originality/value
This was the first study analyzing the BCL of local, global and glocal brands and identifying significant differences in their BCL.
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Vera Butkouskaya, Joan Llonch-Andreu and María-del-Carmen Alarcón-del-Amo
Taking the customer-centric nature of integrated marketing communications (IMC), this article investigates the specific role of customer performance in IMC effectiveness in…
Abstract
Purpose
Taking the customer-centric nature of integrated marketing communications (IMC), this article investigates the specific role of customer performance in IMC effectiveness in various size companies applying inter-country context.
Design/methodology/approach
The sample consists of the primary data from developed (Spain) and developing (Belarus) economies. A total of 540 manager respondents participated in the survey. The article uses structural equation modeling and multi-group analysis for analysis.
Findings
When taking into consideration, customer performance affects the IMC outcome on the market and financial performance. The customer performance role varies in firms of various sizes and small- and medium -sized enterprises (SMEs) operating both in developed and developing economies.
Research limitations/implications
The research underlines the significant role of customer performance in IMC implementation, which stimulates further investigation on the topic. It also closes the gap in the IMC outcomes analysis in SMEs operating in developed and developing economies.
Practical implications
Customer evaluation plays a vital role in the IMC outcomes for market growth and financial returns. SMEs and larger companies implement IMC with different levels of effectiveness. SMEs with IMC implementation can gain an advantage over larger rivals and improve their market position. Moreover, the study generalizes the results by applying inter-country context.
Originality/value
This is a pioneering study of the complex IMC outcomes model under firms' size moderate conditions. The research applies an inter-country context.
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Miguel Ángel Lopez-Lomelí, Joan Llonch-Andreu and Josep Rialp-Criado
This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the…
Abstract
Purpose
This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual.
Design/methodology/approach
This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed.
Findings
The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand.
Originality/value
This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.
Propósito
El presente trabajo persigue contribuir a la literatura sobre marcas al tratar sobre las marcas locales y las marcas glocales, puesto que éstas han estado menos estudiadas que las marcas globales.
Diseño/metodología/enfoque
Definimos un modelo que relaciona las creencias de marca (la calidad de marca, la imagen de marca, la familiaridad de marca y la marca como señal de valor social), las actitudes de marca y las intenciones de compra de la marca, probamos el modelo con una muestra de diferentes categorías de marcas de consumo (local, global y glocal) y analizamos la influencia del tipo de marca en estas relaciones.
Resultados
Nuestros resultados sugieren que la calidad es el impulsor más importante de la actitud hacia la marca, para cualquier tipo de marca, y que la relación entre la calidad y la actitud hacia la marca, así como entre la actitud hacia la marca y la intención de compra es más débil para una marca glocal que para una local o global.
Originalidad/valor
La investigación proporciona nuevas evidencias empíricas en relación a la influencia del tipo de marca (local, global o glocal) en las asociaciones de marca y en la configuración de las actitudes hacia dichas marcas y en su intención de compra. Nuestro trabajo es de interés también para los directivos de marketing ya que les puede permitir desarrollar mejores estrategias de posicionamiento para marcas locales, globales o glocales.
Palabras claves
Marca global, Marca local, Marca glocal, Teoría de las señales, Actitud hacia la marca, Intención de compra
Tipo de artículo
Trabajo de investigación
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Rossano Eusebio, Joan Llonch Andreu and M. Pilar López Belbeze
Despite the importance of assessing business performance, there is limited research on the ways of measuring marketing effectiveness. Aims to redress this issue.
Abstract
Purpose
Despite the importance of assessing business performance, there is limited research on the ways of measuring marketing effectiveness. Aims to redress this issue.
Design/methodology/approach
This paper focuses on six categories of marketing effectiveness measures to compare the ways of measuring marketing performance in two groups of Spanish firms (Tourism and Hospitality firms and Industrial firms) in an exploratory study; and also studies the effect of business orientation (customer and competitor orientation) on the measures used to evaluate marketing performance.
Findings
It was found that consumer‐based measures have a leading role in the evaluation of marketing effectiveness in Tourism and Hospitality companies and customer orientation affects the importance of these consumer‐based measures.
Research limitations/implications
Research is exploratory and subjective measures of business performance were used.
Practical implications
The main implications are addressed to the Tourism and Hospitality managers for improving the ways of measuring marketing effectiveness.
Originality/value
This is a study of the measurement of marketing effectiveness in Tourism and Hospitality companies in comparison with the industrial counterparts.
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Rossano Eusebio, Joan Llonch Andreu and M. Pilar López Belbeze
This is the second of two papers which examine the Italian and Spanish textile‐clothing sector. The purpose of this paper is to focuse on the key factors in the international…
Abstract
Purpose
This is the second of two papers which examine the Italian and Spanish textile‐clothing sector. The purpose of this paper is to focuse on the key factors in the international performance of textile manufacturing companies.
Design/methodology/approach
In order to compare Spanish and Italian cases, the empirical study used a standardized questionnaire for collecting data. The cases analysed are respectively geographical zones with a great tradition in textile‐clothing industry in their country, Catalonian (in the Spanish case) and Lombardian business (in the Italian case).
Findings
It was found that international experience is the main factor in the export performance for both cases but investment in R&D and export experience have been the keys for explaining the major export performance of the Italian businesses.
Research limitations/implications
The sample is formed basically from small textile‐clothing business (with less than 500 employees).
Originality/value
The paper is of value in that it provides a comparative study of the main factors that have affected the export performance of the Spanish and Italian businesses. A wide range of factors has been studied, including characteristics of the business, such as size, dispersion of sales and export experience.
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Rossano Eusebio, Joan Llonch Andreu and M. Pilar López Belbeze
This is the first part of two papers which examine the Italian and Spanish textile‐clothing sector The purpose of this paper is to analyse the key factors in the international…
Abstract
Purpose
This is the first part of two papers which examine the Italian and Spanish textile‐clothing sector The purpose of this paper is to analyse the key factors in the international performance of textile manufacturing companies.
Design/methodology/approach
The paper provides a comparative study of the main factors that have affected the export performance of the Spanish and Italian businesses. A wide range of factors has been studied, such as size, dispersion of sales and export experience. In order to compare Spanish and Italian cases, the empirical study used a standardized questionnaire for collecting data. The cases analysed were respective geographical zones with a great tradition in textile‐clothing industry in their country, Catalonian (in the Spanish case) and Lombardian business (in the Italian case).
Findings
It was found that international experience is the main factor in the export performance for both cases but the investment in R&D and the export experience have been the keys for explaining the major export performance of the Italian businesses.
Research limitations/implications
The sample is formed basically for small textile‐clothing businesses (with less than five employees).
Originality/value
The paper explains why the Lambardian textile‐clothing companies export more, in relation to total sales, than the Catalan companies in the same sector. The general character of the study suggests new future lines of investigation.
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A brief review of the concept connotations in the area of information services is carried out, trying to stress the implications of being “customer oriented” as the most important…
Abstract
A brief review of the concept connotations in the area of information services is carried out, trying to stress the implications of being “customer oriented” as the most important component of marketing. A model to measure the level of the library’s orientation toward its market – as perceived by its managers – is presented. It was designed taking into account the models that major specialists prepared in order to evaluate marketing activity in companies. It should allow librarians to establish to what extent the library is properly user oriented and, at the same time, what specific marketing‐related aspects it is failing in or should improve at.