Global brand value in developed, emerging, and least developed country markets

This paper examines how a brand’s perceived globalness creates value across three different market types: developed, emerging, and least developed country markets. The author proposes that differing normative institutional environments across these three market types induce differing consumer values with respect to global brands. Utilizing nonstudent samples from countries which represent each market type (USA, India, Madagascar), the results show that the relationship between perceived brand globalness and perceived brand quality is significant and positive in a least developed country market, only marginally significant in an emerging market, and not significant in a developed market. The relationship between perceived brand globalness and perceived brand prestige is significant and positive in an emerging and a least developed country market, and not significant in a developed market. Finally, the relationship between perceived brand prestige and perceived brand quality is positive and significant across all three markets. These findings advance international marketing theory and practice by providing further insight into how MNEs should promote their brands across different market types.