The Interplay and Consequences of Brand Globalness and Local Iconness: The Case of Mexican American Consumers

摘要

Do immigrants attribute greater prestige and quality to their home country brands that pursue the brand globalness strategy? Two a priori criteria guided stimuli development. First, an eight-cell matrix product types: 2 (high- vs. low-involvement product) x 2 (utilitarian vs. hedonic product) x 2 (food vs. nonfood product) was incorporated. Second, we sought brands that prospective respondents would perceive as being from Mexico. A total of 30 Mexican American undergraduate students in Southwestern USA evaluated 27 Mexican brands via an online pretest, resulting in the final list of 8 brands.