How global brands compete.

By D. Holt, J. Quelch, E. Taylor. Harvard Business Review, 2004

704 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/d23ad8400d78ca8bf2635244466d4291fff7dd50

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Citations in the corpus

Toward a Theory of Status Consumption in Less Industrialized Countries (2010, unknown): “She used a type of ethnographic interview, which has been termed an identity interview, to stimulate consumption stories that are particularly expres- sive of the informants’ identity projects (e.g., Holt and Thompson 2004).”
Cyclical Clusters in Global Circuits: Overlapping Spaces in Furniture Trade Fairs (2008, background): “Differentiation becomes a constant theme, and firms attempt continually to differentiate themselves from others in the same class of goods or services (Levitt 1975 [1960], 1981; Holt, Quelch, and Taylor 2004).”
Consumer World-Mindedness and Attitudes toward Product Positioning in Advertising: An Examination of Global versus Foreign versus Local Positioning (2011, background): “Because global brands are viewed as having more power, higher quality, and a stronger image than local brands (Holt, Quelch, and Taylor 2004; Steenkamp, Batra, and Alden 2003) understanding how or when a brand is or might be positioned as a global versus local brand is an important consideration.”
Generating Global Brand Equity Through Corporate Social Responsibility to Key Stakeholders (2012, unknown): “In a similar vein, Gardberg and Fombrun (2006) stated that investments in corporate citizenship, like investments in R&D and advertising, can contribute to a differentiation strategy by helping companies to build brand equity.”
Consumer Reactions to CSR: A Brazilian Perspective (2010, background): “More specifically, recent research on CSR in the global marketplace (Holt et al., 2004) suggests that even today consumers in many cultures are quite skeptical of the motives of the transnational corporations, raising the possibility that CSR strategies might backfire if consumers do not infer genui”
How global brands create firm value: the 4V model (2014, background): “1 Consumer sources Research has indicated the following four reasons to be of particular importance for understanding the appeal of global brands among groups of consumers – perceived quality, prestige, global identity, and myths of cultural origin (Batra et al., 2000; Holt et al., 2004; Steenkamp e”
The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference (2016, background): “…such as ethnocentric consumers, who are morally inclined to the purchase of local products as a means to protect the domestic economy (Shimp & Sharma, 1987), or anti-global consumers, who loath product homogenization brought about by global brands (Dimofte et al., 2008; Holt et al., 2004).”
Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework (2008, background): “Recent research has demonstrated that brand social responsibility is one of the significant attributes of global brands that consumers use in making their choices (Holt, Quelch, and Taylor 2004; Taşoluk 2006).”