Does standardization of corporate branding across countries work?

Abstract

Even in industries dominated by product brands, internationally standardized corporate brands gain in importance. Consumers evaluate specific corporate associations, e.g., customer orientation, and corporate image as an overall picture of the organization when deciding to repurchase a product. However, seldom studies illustrate how both are interrelated or disentangle their effect on consumers’ product response. Analyzing a multi-country sample, results illustrate that specific corporate associations impact corporate image cross-nationally in the same way. However, their direct impact on consumers’ product response varies between countries, as does the impact of corporate image on consumers’ product response. I conclude that the standardization of the companies’ external portrayal works, but marketers must consider its varying relevance to consumers’ product response.