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.
Details
Keywords
Mehran Masdari, Maryam Ghorbani and Arshia Tabrizian
The purpose of this paper is to analyze experimentally subsonic wake of a supercritical airfoil undergoing a pitch–hold–return motion. The focus of the investigation has been…
Abstract
Purpose
The purpose of this paper is to analyze experimentally subsonic wake of a supercritical airfoil undergoing a pitch–hold–return motion. The focus of the investigation has been narrowed to concentrate on the steadiness of the flow field in the wake of the airfoil and the role of reduced frequency, amplitude and the hold phase duration.
Design/methodology/approach
All experiments were conducted in a low sub-sonic closed-circuit wind tunnel, at a Reynolds number of approximately 600,000. The model was a supercritical airfoil having 10% thickness and wall-to-wall in ground test facilities. To calculate the velocity distribution in the wake of the airfoil, total and static pressures were recorded at a distance of one chord far from the trailing edge, using pressure devices. The reduced frequency was set at 0.012, 0.03 and the motion pivot was selected at c/4.
Findings
Analysis of the steadiness of the wake flow field ascertains that an increase in reduced frequency leads to further flow time lag in the hold phase whereas decreases the time that the wake remains steady after the start of the return portion. Also, the roles of amplitude and stall condition are examined.
Practical implications
Examination of a pitch–hold–return motion is substantial in assessment of aerodynamics of maneuvers with a rapid increase in angle of attack. Moreover, study of aerodynamic behavior of downstream flow field and its steadiness in the wake of the airfoil is vital in drag reduction and control of flapping wings, dynamic stability and control of aircrafts.
Originality/value
In the present study, to discuss the steadiness of the flow field behind the airfoil some statistical methods and concept of histogram using an automatic algorithm were used and a specific criterion to characterize the steadiness of flow field was achieved.