The dual impetus for perceived brand globalness and brand competence in a rapidly changing environment: the role of Brand-Nation Connection

• Published in: International marketing review Vol. 40; no. 1; pp. 4 - 27
• Main Authors: He, Jiaxun, Ge, Jiaye
• Format: Journal Article
• Language: English
• Published: London Emerald Publishing Limited 27.02.2023; Emerald Group Publishing Limited
• Subjects: Brand image; Brand loyalty; Consumers; Culture; Emerging markets; Global economy; Globalization; Halo effect; Hypotheses; Literature reviews; Perceptions; Traditions; Brand innovativeness; National traditions; Brand competence; Perceived brand globalness; Brand-nation connection
• ISSN: 0265-1335; 1758-6763
• DOI: 10.1108/IMR-06-2021-0210

PurposeThis study aims to investigate how brand innovativeness and national traditions influence perceived brand globalness and brand competence by affecting Brand-Nation Connection (BNC) in the changing world.Design/methodology/approachBesides the study of the development and validation of the BNC construct, this paper conducts two studies that use eight global brands from different categories to test hypotheses.FindingsTwo empirical studies show that brand innovativeness and national traditions have positive effects on BNC. Furthermore, technological turbulence moderates the impact of brand innovativeness on BNC, and cultural change moderates the relationship between national traditions and BNC. Meanwhile, BNC is an important determinant of perceived brand globalness, and both BNC and perceived brand globalness positively influence brand competence, with the former exerting a stronger effect.Practical implicationsThe findings highlight that in the changing world, the coexistence of brand innovation and cultural traditions through strategic management is essential for brand competence. They also provide guidelines for emerging global brands to incorporate nation-related cues and global signals in their brand positioning to reinforce brand competence.Originality/valueThis study contributes to understanding how brand innovation and cultural traditions create value for emerging global brands in a rapidly changing environment. It also provides implications regarding how BNC helps emerging market brands to go global, and it presents a new understanding that both nation-level brand status and perceived brand globalness are signals that convey brand competence.