Brand Personality of Global Quick-Service Restaurants in Emerging and Developed Markets: A Comparative Study in Brazil and the U.S.

This study aimed to determine the dimensions of the personality of global quick-service restaurant brands perceived by young consumers in the U.S. and Brazil, and whether these dimensions showed similar configurations in both countries. A survey was carried out with two QSR brands (McDonald's and Subway). Data analysis utilized exploratory and confirmatory factor analysis. The study identified five personality dimensions for each of the brands studied in each country. Results support the proposition that global brands can carry a common meaning across nations, but also that certain local nuances of brand personalities can differ.     

本土认同如何驱动全球品牌全球本土化战略的有效性？——调节与中介效应机制研究

本土认同是理解全球品牌行为意向的关键构念,现有研究表明其负向影响消费者对全球品牌的评估。文章以融入中国元素的全球品牌为对象,从品牌本土象征价值的角度重新论证本土认同正向驱动全球品牌实现全球本土化战略成效的内在逻辑。研究表明,本土认同正向影响全球品牌行为意向,其中介机制为融入中国元素所带来的品牌本土象征价值。为验证中介机制的可靠性及其边界条件,文章分别从品牌层面和消费者层面引入尊重品牌遗产和全球认同两个调节变量。结果表明,品牌本土象征价值的中介效应主要体现在尊重品牌遗产低（有调节的中介）和全球认同低（有中介的调节）的情况下。文章的理论意义在于拓展了本土认同影响全球品牌行为意向的内在逻辑,并进一步深化了中国元素有效性的研究。     

Can fast-food consumers be loyal customers,if so how? Theory,method and findings

Customer loyalty studies generally indicate that fast-food customers are not genuinely loyal to brands or products mainly because they function under low-switching cost conditions. The purpose of this research is to empirically study whether fast-food customers genuinely become loyal and, if so, how. The study adopts the theory and method of the satisfaction-trust-commitment-loyalty explanation chain and examines the consumer survey results obtained under conditions of low-switching costs. Analyses of the results indicate that the proposed relationships provide appropriate explanatory power for the phenomenon at hand and that fast- food customers truly become loyal despite conditions of low-switching costs. The findings and the research and practical implications are thoroughly discussed.     

中国背景下的全球品牌:洞察中国消费者的决策(英文)

本文探究了与全球十大品牌相关的中国消费者决策。通过四个层面(品牌熟悉度、品牌喜爱度、品牌信任度以及知晓一个品牌的原产国)来预测中国消费者样本的品牌购买意向,同时分析指出,中国消费者对世界主义、民族优越感、全球—本地身份的认识以及与全球消费者文化的区别也可能会影响其全球品牌购买意向。本文为全球十大品牌建立了回归模型,并有提供最有力证据的层级模型。品牌熟悉度、信任度和喜爱度基本上在很大程度上解释了差异的存在。     

Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi's

ABSTRACT

This study investigates differences between U.S. global and local brands in the Indian market. Attitudes toward American products and the brand equity of U.S. global and local casual apparel brand in the Indian market are examined. It is postulated that global and local brand influence brand equity, which is composed of brand image, brand awareness, emotional value, perceived quality, brand loyalty, and purchase intention. A total of 411 college students in India participated in the survey. Using repeated measures ANOVA, this study finds that Indian consumers perceive global and local brands differently based on brand equity.     

The impact of customer awareness of manufacturer name disclosure on retail brand attitudes and loyalty in Korea

This paper explores the impact of exposing the name of the manufacturer on a retail brand product upon national brand loyalty, retail brand loyalty and store loyalty, It does so by exploring customer attitudes towards retail brands in South Korea, where there is a legal requirement for retail brands to portray the manufacturer׳s name. For international retailers entering markets where such disclosure is a legal requirement an understanding of the implications of this for retail brand management is essential. The findings suggest that in the Korean case revealing the name of the manufacturer who supplies the retail brand on the product packaging has a positive influence on attitudes towards retail brands, although it did not mitigate the perceived risks held by customers towards retail brand products in general.     

Does vertical specialisation increase productivity?

This paper investigates the impact of global value chain (GVC) participation on productivity. It uses data on trade in value‐added from the World Input‐Output Database. The results based on a panel estimation covering 13 sectors in 40 countries over 15 years suggest that participation in GVCs is a significant driver of labour productivity. Backward participation in GVCs, that is, the use of imported inputs to produce for exports, emerges as particularly important. An increase by 10% in the level of GVC participation increased average productivity by close to 1.6%.     

Does servicification of manufacturing increase the GVC activities of firms? Case of India

Does greater use of services’ inputs in manufacturing increase the global value chain (GVC) activities of the firms? In this study, we analyse the effects of servicification on the GVC activities of manufacturing firms in India. Using panel data of 4608 Indian manufacturing firms from 2001 to 2018, we examine the effects of servicification of manufacturing firms on their decision to participate in GVCs. The study examines the overall service inputs in manufacturing activities and its impact on GVC activities of firms. The results indicate that servicification of manufacturing tends to have a positive impact on GVC activities of firms. We also observe positive impact on Indian small and medium enterprises (SMEs) to participate in the GVC through the servicification of manufacturing. Further, the results also indicate the differential impact of servicification between high- and low-technology industries.     

中美贸易摩擦对中国参与区域价值链的重构效应

基于贸易增加值视角,以《区域全面经济伙伴关系协定》(RCEP)为对象,研究中美贸易摩擦对中国参与区域价值链的重构效应。首先运用沃姆斯利(Walmsley)动态递归方法更新全球贸易分析模型的基准数据库,然后运用全球贸易分析模型与库普曼(Koopman)等的贸易增加值分解模型的链接方法,分解中美加征关税对全球价值链和区域价值链的影响,从区域价值链视角出发评估贸易摩擦的经济效应。结果发现:从国家层面看,贸易摩擦对中国参与全球价值链负面影响颇为严重,却深化了中国参与区域价值链的程度,主要归因于直接贸易规模性转移与间接产业分工格局调整两个方面;从产业层面看,贸易摩擦对中国不同行业部门参与区域价值链的影响存在较强的异质性。总体而言,对不同行业的区域价值链均呈现促进效应,但电子产业增长相对较高,其次是汽车业、纺织业,原因在于不同行业参与全球价值链的程度截然不同。     

芜湖汽车及零部件产业集群升级研究——基于全球价值链视角

产业集群是促进区域经济发展的重要动力。如何提升产业集群的竞争力,已成为理论界关注的热点。嵌入全球价值链,不仅能够使地方产业集群进入国际市场,而且能够沿着价值链进行产业升级,由价值链的低附加值环节向高附加值环节移动。不同的价值链治理模式对产业升级有不同的影响。产业集群应在充分认识自身所处价值环节的基础上,选择适合自身发展的升级模式。     

Assessing Brand Origin Recognition Accuracy and its Antecedents in a Developing Country

The aim of the present study was to examine two main questions regarding Indonesian consumers. First, what are the brand origin recognition accuracy (BORA) scores for both foreign brands and local brands among Indonesian consumers? Second, are socio-economic characteristics (education and income/spending), international experience (international travel and foreign language expertise), and demographic factors (age and gender) related to consumers’ brand origin recognition accuracy? The present research follows BORA procedures in the selection of 88 brands (44 foreign and 44 local brands). Questionnaires were distributed both offline and online, with 138 respondents participating offline and 163 people responding online. The BORA scores for both foreign and local brands among Indonesian consumers were relatively low (28.79% and 53.85%, respectively). BORA was also related to socio-economic characteristics, international experience, and age. In addition, men demonstrated higher BORA levels for foreign brands than women did. Most consumers were unable to differentiate brand origins because of the use of foreign languages for the brand names. Therefore, the foreign branding strategy of using languages of other countries (e.g., English, Chinese, Japanese, and so forth) that have positive images for particular product categories could be effectively employed in Indonesia.