Cognitive and Affective Reactions of U.S. Consumers to Global Brands

Abstract

The authors find that U.S. consumers hold contradictory notions of what characterizes a global brand beyond its wide recognition, availability, and standardization across markets. In particular, they find that the association of brand globality with higher quality is not as strong as the literature has proposed and that affect directly influences how people perceive global brands. The initial results imply that previous research on globality effects may have confounded brand globality and brand strength and that the latter is responsible for the quality effect. A follow-up study shows that for most consumers, brand globality is associated with positive affect and that this affect is also reflected among consumers who are explicitly against global brands. The authors conclude that response to global brands is driven more by affect and less by cognition.