Construct · 1 fields · 1 citations

brand nonlocalness: a standalone construct

One name. One construct. A landmark on the map.

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Branding

consumers' perception that a brand originates outside their country, which raises brand attitudes in developing countries mainly through status.

In branding, brand nonlocalness refers to consumers' perception that a brand originates outside their country, which raises brand attitudes in developing countries mainly through status. This meaning comes from Batra (2000) in Journal of Consumer Psychology.[1]

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Nearby constructs

perception3 fields · 4 citationsjingle · one word, three constructs status2 fields · 3 citationsjingle · one word, two constructs

References

Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J. E. M., & Ramachander, S. (2000). Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries. Journal of Consumer Psychology, 9(2), 83-95. https://doi.org/10.1207/s15327663jcp0902_3

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