Universal appeals with local specifications
| Date | 01 January 2005 |
| DOI | https://doi.org/10.1108/10610420510583716 |
| Pages | 14-28 |
| Published date | 01 January 2005 |
| Author | Ming‐Huei Hsieh,Andrew Lindridge |
| Subject Matter | Marketing |
Universal appeals with local specifications
Ming-Huei Hsieh
Department of International Business, Yuan Ze University, Chung-Li, Taoyuan, Taiwan, and
Andrew Lindridge
Manchester School of Management, UMIST, Manchester, UK
Abstract
Purpose – Aims to explore the factorial structure of automobile brand image in the context of a cross-national study. More specifically,we intend to
answer two questions: whether the factor structure of brand image perception differ across countries, and whether these differences are owing to
nation’s culture and level of economic development.
Design/methodology/approach – An existing data set, which consists of data collected from survey research, was employed. Data covering the top
20 automobile markets consisting of 4,320 eligible new car owners. Perception of and attitude towards automobile brand associations were measured
using nominal scales.
Findings – Provides empirical evidence that supports the applicability of multiple brand image dimensions corresponding to the consumer’s sensory,
utilitarian, symbolic and economic needs at the global level. The study also suggested that factor structure of brand image differs across nations and
these differences might be reflective to a nation’s culture and its level of economic development.
Research limitations/implications – As with any empirical study, this research inevitably has its limitations, which presents opportunities for further
research: extensions of the present framework to other product categories; extensions of the national factors; extensions of the brand associations; and
measurement improvement.
Practical implications – Understanding the similarities or differences of the factor structure of brand image across the globe facilitates the formation
of a successful global image strategy. First of all, by exploring brand image structure at the global level; and the specific interrelationships among the
corresponding associations
Originality/value – The results derived from the 20 diverse nations in the present study not only enhance our understanding of brand image structure
but also provide a strong test of the empirical generalizability of automobile brand image dimensionality and factor structure in a global context.
Keywords Brand image, Automotive industry
Paper type Research paper
An executive summary for managers and executive
readers can be found at the end of this article.
Introduction
With the accelerated movement of globalization (e.g. Levitt,
1983; Szymanski et al., 1993), the emergence of brands across
nations revitalizes the age-old issue of which brand image
strategies, standardization versus customization, should be
used in which market. Previously Belk and Pollay (1985)
suggested that cultural variations may influence how
consumers organize the brand image in their mind in two
interrelated ways:
1 the content of communication messages delivered by the
markets: and
2 the kind of associations cons umers focus on when
perceiving a brand.
Following this thought, proponents argue in favor of a
customization strategy in order to cater to the specific
characteristics of each market. Alternatively, others argue that
the representation of the brand image, i.e. the number and the
definition of the basic image dimension, remain largely similar
across countries owing to culturally related individual values
(Schwartz, 1994) and needs (Park et al., 1986). Furthermore,
as consumers are becoming more similar psychologically amid
the process of globalization (Hermans and Kempen, 1998)
evidence also suggests that in some product categories there is
a widespread acceptance of foreign products across the world
in arising from the assumption that these products respond to
the universal needs and wants of consumers (Levitt, 1983).
Some scholars have expressed skepticism about the value of
a standardization strategy because important national
differences are often overlooked (Whitelock and Chung,
1989). At the same time, a customization strategy might
neglect the homogeneity between nations and could result in
diseconomies of scale. The balance between standardization
and customization of international brand image strategy may
lie in the extent to which the existing brand image that people
perceive and focus is similarly or differently perceived across
the globe.
The Emerald Research Register for this journal is available at
www.emeraldinsight.com/researchregister
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
14/1 (2005) 14–28
qEmerald Group Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/10610420510583716]
The authors acknowledge the contribution of MORPACE International
Inc. in providing the dataset for analysis. This study was partially funded
by the National Science Council under the research project of NSC 92-
2416-H-155-035
14
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