Publication: How to go GloCal: omni-brand orientation framework
Program
KU-Authors
KU Authors
Co-Authors
Schmidt-Devlin, Ellen
Newmeyer, Casey E.
Advisor
Publication Date
2022
Language
English
Type
Journal Article
Journal Title
Journal ISSN
Volume Title
Abstract
The authors develop an omni-brand orientation framework that is a bidimensional conceptualization allowing global (local) brand elements to coexist alongside local (global) elements to create a "gloCal" brand. Using an interpretive analysis of interviews with 50 executives, the authors offer new insights into building and succeeding as a gloCal brand. The study shows that global brands are trying to become gloCal by building and nurturing local authenticity. The building blocks of local authenticity are brand image local connection, local iconness, local insights, and originality. Local brands, in turn, try to become gloCal by achieving global acceptance, a perception identified closely with global brands. The building blocks of global acceptance are perceived brand globalness, innovation, product performance quality, and global brand power. A follow-up study with 19 executives dives deeper into the drivers of success and leads to a conceptualization of a gloCal success cycle, which identifies components and strategies that enable brands to win both globally and locally.
Description
Source:
Journal Of International Marketing
Publisher:
Sage Publications Inc
Keywords:
Subject
Business