Perceived Brand Globalness Scale

What it measures

Measures consumer perceptions of a brand as global (used, recognised, and marketed worldwide) versus local (rooted in a specific country or culture). Perceived brand globalness (PBG) enhances perceived brand quality and prestige, which in turn increases purchase likelihood. The globalness effect operates through two pathways: quality signalling (global brands are perceived as higher quality because worldwide success signals competitive selection) and social prestige signalling (owning global brands signals cosmopolitan status and modernity). The globalness–localness distinction is central to international brand strategy — whether to position a brand as globally standardised or locally authentic. PBG effects are stronger in developing/emerging markets and among consumers with high global consumer culture identification.

Representative items

• This brand is recognised worldwide.
• This brand is sold worldwide.
• This brand is a global brand.
• This brand is rooted in [home country] culture. (Local)
• This brand reflects local values and traditions. (Local)

Citation

Steenkamp, J.B.E.M., Batra, R., & Alden, D.L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53–65.