Omni-Brand: the Paradox of Global Acceptance and Local Authenticity
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OMNI-BRAND: THE PARADOX OF GLOBAL ACCEPTANCE AND LOCAL AUTHENTICITY by ELLEN SCHMIDT-DEVLIN Design and Innovation Fellow Submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy Weatherhead School of Management Designing Sustainable Systems CASE WESTERN RESERVE UNIVERSITY May, 2020 CASE WESTERN RESERVE UNIVERSITY SCHOOL OF GRADUATE STUDIES We hereby approve the dissertation of Ellen Schmidt-Devlin candidate for the degree of Doctor of Philosophy*. Committee Chair Casey Newmeyer, Ph.D., Case Western Reserve University Committee Member Kalle J. Lyytinen, Ph.D., Case Western Reserve University Committee Member Ayşegül Özsomer, Ph.D., Koç University, Istanbul, Turkey Committee Member Roger Best, Ph.D., Professor Emeritus, University of Oregon Date of Defense February 10, 2020 *We also certify that written approval has been obtained for any proprietary material contained therein. © Copyright by Ellen Schmidt-Devlin, 2020 All Rights Reserved. Dedication In loving memory of my father, Norman A. Schmidt, and in honor of my beautiful mother, Charlotte Adele Schwab Schmidt. Their commitment to lifelong learning inspires me daily. Table of Contents List of Tables ................................................................................................................... viii List of Figures ......................................................................................................................x Abstract ............................................................................................................................ xiii Chapter 1: Introduction ........................................................................................................1 Global—Local Brand Continuum ..................................................................................2 Brand Paradox: Becoming Both Global and Local ........................................................4 Research Problem ..........................................................................................................5 Research Purpose and Setting ........................................................................................6 Research Design and Methodology ...............................................................................9 Dissertation Organization ............................................................................................15 Chapter 2: Literature Review .............................................................................................16 Globalization ................................................................................................................16 Glocalization/Hybridization .........................................................................................17 Global and Local Branding ..........................................................................................18 Glocal/Hybrid Branding...............................................................................................19 Global Marketing Approach ........................................................................................20 Omni-brand Characteristics .........................................................................................22 Perceived Brand Globalness ........................................................................................23 Innovation ....................................................................................................................24 Product Performance Quality .......................................................................................24 Brand Authenticity .......................................................................................................26 Local Iconness .............................................................................................................27 Local Insights ...............................................................................................................27 Originality ....................................................................................................................28 Consumer Culture ........................................................................................................29 Chapter 3: Theoretical Framework ....................................................................................32 Paradox of Globalization .............................................................................................32 Paradox as a Meta-Theory ...........................................................................................34 Chapter 4: Study 1 – QUAL – Building Globally Accepted Local Brands and Locally Authentic Global Brands ......................................................................................36 Abstract ........................................................................................................................36 Introduction ..................................................................................................................37 v Research Question .......................................................................................................39 Literature Review.........................................................................................................40 Research Design ...........................................................................................................54 Findings........................................................................................................................61 Discussion ....................................................................................................................71 Limitations ...................................................................................................................79 Implications..................................................................................................................80 Future Research ...........................................................................................................81 Chapter 5: Study 2 – Quan – Omni-brand Orientation Framework: Two Routes to Building Strong Brands......................................................................................................83 Abstract ........................................................................................................................83 Introduction ..................................................................................................................83 Literature Review.........................................................................................................86 Theoretical Framework ................................................................................................90 Mixed Methods Methodology......................................................................................92 Study 1 .........................................................................................................................93 The Omni-brand Orientation Framework ....................................................................96 Study 2 .......................................................................................................................109 Discussion ..................................................................................................................119 Theoretical Implications ............................................................................................122 Limitations and Further Research ..............................................................................124 Chapter 6: Study 3 – QUANT – Development of Measurement Scale for Omni-brand ......................................................................................................................125 Abstract ......................................................................................................................125 Introduction ................................................................................................................125 Theoretical Framework ..............................................................................................129 Limitations of Global Branding Literature ................................................................129 Defining Omni-brand .................................................................................................133 Methodology ..............................................................................................................140 Data Collection and Screening ...................................................................................141 Analysis......................................................................................................................142 Paradox Theory ..........................................................................................................167 Discussion ..................................................................................................................170 Theoretical Contributions ..........................................................................................177 vi Managerial Implications ............................................................................................177 Limitations .................................................................................................................178 Future Research .........................................................................................................179