提升快餐店的口碑:感知品牌全球化和本地化的作用

IF 1.8 Q3 MANAGEMENT Nankai Business Review International Pub Date : 2024-03-11 DOI:10.1108/nbri-08-2023-0069
Davood Ghorbanzadeh, Atena Rahehagh, Maryam Ghiyasi
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引用次数: 0

摘要

目的由于消费者思维模式和市场动态的变化,快餐店(QSR)行业在过去几年中发生了巨大变化。有鉴于此,本研究旨在研究感知品牌全球化和感知品牌本地化通过品牌态度对消费者口碑的影响,并将消费者民族中心主义和感知品牌起源作为调节因素。研究结果本研究发现,感知到的品牌全球度和感知到的品牌本地度是驱动品牌态度的关键因素,影响着消费者对全球和本地 QSR 品牌的 WOM。同样,感知到的品牌全球性和感知到的品牌本地性也是影响消费者 WOM 的重要品牌属性。重要的是,本研究发现了感知品牌来源对品牌态度的显著影响,与全球QSR品牌相比,感知品牌来源主要针对感知本地品牌。虽然本研究没有发现预期的消费者民族中心主义的影响。然而,这些见解可能有助于全球和本地经理重新思考针对土耳其消费者环境的战略。本研究为全球和本地管理者提供了建议,帮助他们在 QSR 行业设计和执行若干品牌定位战略。原创性/价值本研究通过研究消费者对本地和全球品牌的看法,为可及性诊断理论和信号理论做出了贡献。
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Enhancing word of mouth in the quick service restaurants: role of perceived brand globalness and localness

Purpose

Due to changing consumer thinking patterns and market dynamics, the quick service restaurant (QSR) industry has changed dramatically in the past few years. Considering this, this study aims to examine the influence of perceived brand globalness and perceived brand localness on consumer word of mouth through brand attitude by considering consumer ethnocentrism and perceived brand origin as moderators.

Design/methodology/approach

This study obtained 750 responses from Turkish consumers through a survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.

Findings

This study discovered that perceived brand globalness and perceived brand localness are critical components that drive brand attitude, influencing consumers' WOM toward global and local QSR brands. Similarly, perceived brand globalness and perceived brand localness are important brand attributes influencing consumer WOM. Importantly, this study found the significant effects of perceived brand origin on brand attitude mainly toward perceived local brands compared to global QSR brands. Although this study did not uncover the influence of consumer ethnocentrism as expected. However, these insights may assist global and local managers to rethink their strategies toward Turkish consumer settings.

Research limitations/implications

This study was conducted exclusively in Turkey. However, additional studies in other countries, such as the comparative Asian versus European consumers' perspectives, may be considered to generalize the findings.

Practical implications

This study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.

Originality/value

This novel study contributes to the accessibility diagnostic theory and signaling theory by examining consumers' perceptions of local and global brands.

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来源期刊
CiteScore
2.30
自引率
3.60%
发文量
32
期刊介绍: Nankai Business Review International (NBRI) provides insights in to the adaptation of American and European management theory in China, the differences and exchanges between Chinese and western management styles, the relationship between Chinese enterprises’ management practice and social evolution and showcases the development and evolution of management theories based on Chinese cultural characteristics. The journal provides research of interest to managers and entrepreneurs worldwide with an interest in China as well as research associations and scholars focusing on Chinese problems in business and management.
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