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Global Brand Perception Based on Social Prestige, Credibility and Social Responsibility: A Clustering Approach

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Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1070))

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Abstract

Towards the merchandising of a global brand, it is necessary to establish guidelines for marketing managers to define appropriate standardization/adaptation measures. Therefore, it is required to understand the construct of susceptibility to global consumer culture (SGCC) to position the brand according to the wishes and preferences of consumers belonging to specific segments of the global market. Based on three dimensions of the SGCI, proposed in literature: (i) social prestige; (ii) brand credibility; and (iii) social responsibility. This study aims to identify groups of global consumers; from different cultural backgrounds, ages, countries, among other characteristics; who share similar interests. For this purpose, an analysis and a comparison of four clustering algorithms are proposed. Besides, the best number of groups for each algorithm is calculated to find the groups that best explain the behavior of the global consumer. The results confirm the existence of a hybrid culture of global consumption, which produces companies to segment consumers from different countries based on similar or shared needs.

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Authors and Affiliations

  1. Universidad del Pacífico, Av. Salaverry 2020, Jesús María, Lima, Peru

    Rosario Medina-Rodríguez, Alvaro Talavera, Martín Hernani-Merino & Juan Lazo-Lazo

  2. Pontificia Universidad Católica del Peru, Av. Universitaria 1801, San Miguel, Lima, Peru

    Rosario Medina-Rodríguez

  3. Universidade de São Paulo (USP), São Paulo, Brazil

    Jose Afonso Mazzon

Authors
  1. Rosario Medina-Rodríguez
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  2. Alvaro Talavera
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  3. Martín Hernani-Merino
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  4. Juan Lazo-Lazo
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  5. Jose Afonso Mazzon
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Corresponding author

Correspondence to Alvaro Talavera .

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Editors and Affiliations

  1. Stanford University, Stanford, CA, USA

    Juan Antonio Lossio-Ventura

  2. University of A Coruña, A Coruña, Spain

    Nelly Condori-Fernandez

  3. Visibilia, São Paulo, Brazil

    Jorge Carlos Valverde-Rebaza

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Medina-Rodríguez, R., Talavera, A., Hernani-Merino, M., Lazo-Lazo, J., Mazzon, J.A. (2020). Global Brand Perception Based on Social Prestige, Credibility and Social Responsibility: A Clustering Approach. In: Lossio-Ventura, J.A., Condori-Fernandez, N., Valverde-Rebaza, J.C. (eds) Information Management and Big Data. SIMBig 2019. Communications in Computer and Information Science, vol 1070. Springer, Cham. https://doi.org/10.1007/978-3-030-46140-9_25

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  • DOI: https://doi.org/10.1007/978-3-030-46140-9_25

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-46139-3

  • Online ISBN: 978-3-030-46140-9

  • eBook Packages: Computer ScienceComputer Science (R0)

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