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EMAC 2019 Annual Conference

How Perceived Brand Globalness Determines Consumer Behaviour Across Nations

Published: May 28, 2019


Carolina Sinning, Trier University; Bernhard Swoboda, Trier University


Perceived Brand Globalness; Corporate Reputation; Multilevel Mediation


Multinational corporations were shown to being perceived as global and affecting consumer behaviour especially in emerging countries. However, we know less about perceived brand globalness (PBG) effects across nations. To expand on this issue the authors refer to accessi-bility-diagnosticity theory to conceptualize the effects of PBG on consumer trust. Trust is important in customer relationships for multinational corporations, in particular across nations. We rely on hierarchical data on 21,561 consumer evaluations towards a German multinational corporation in 31 countries. Results of multilevel structural equation modelling show an indirect-only mediation of PBG on trust by affecting corporate reputation. Hence, multinational corporations can only transform their PBG into beneficial consumer behaviour by enhancing its value-creating elements reflected by their corporate reputation. This study contributes to corporate brand management across nations in research and practice.