Abstract
PurposeThis paper compares the relative influence of perceived brand localness (PBL) and perceived brand globalness (PBG) on customer behavioral responses of brand loyalty (BL), willingness to pay price premiums (WTPP) and positive word of mouth (PWOM) towards retail banks. It further examines the mediating effects of brand trust (BT) on these relationships.Design/methodology/approachData were collected from 320 retail banking customers in Trinidad and Tobago and analyzed with exploratory factor analysis and multiple regression analysis (MRA).FindingsThe findings show that PBL has a more substantial impact on BL, willingness to pay a price premium and PWOM compared to PBG. The results also show that BT mediates the relationships between PBL and PBG on customer brand-related responses. The effect is more substantial for brands perceived as local.Practical implicationsThe findings have important implications for banks in developing countries and suggest that localized positioning and branding strategies will trigger preferential brand-related responses in retail banking services. The paper ends with a discussion on the practical implications of these findings and present future research opportunities.Originality/valueThe paper responds to the rising skepticism and discomfort with globalization. It offers bank managers valuable insights on how global and local branding strategies affect brand-related outcomes. The study contributes to the literature by empirically comparing the effects of PBL and PBG in retail banking and demonstrating the unique contribution of BT in explaining why customers respond differently to global and local brands. It also simultaneously considers multiple customer responses.
Subject
Marketing,General Medicine
Reference91 articles.
1. Attractiveness, purchase intention, and willingness to pay more for global brands: evidence from Turkish market;Journal of Promotion Management,2018
2. An integrated model of service experience, emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese hospitality industry;Journal of Hospitality Marketing and Management,2016
3. Towards achieving strong customer loyalty in the financial services industry: Ghanaian top banks' customers as a test case;International Journal of Bank Marketing,2018
4. Turning brand credibility into positive word-of-mouth: integrating the signaling and social identity perspectives;Journal of Brand Management,2019
5. Effects of brand love, personality and image on word of mouth; the case of local fashion brands among young consumers;Procedia-Social and Behavioral Sciences,2015
Cited by
6 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献