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

Rosario Medina-Rodríguez, Alvaro Talavera, Martín Hernani-Merino, Juan Lazo-Lazo, Jose Afonso Mazzon

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


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.
Original languageEnglish
Title of host publicationInformation Management and Big Data - 6th International Conference, SIMBig 2019, Proceedings
EditorsJuan Antonio Lossio-Ventura, Nelly Condori-Fernandez, Jorge Carlos Valverde-Rebaza
Place of PublicationCham
Number of pages15
ISBN (Electronic)9783030461393
StatePublished - 1 Jan 2020
EventCommunications in Computer and Information Science -
Duration: 1 Jan 2020 → …

Publication series

NameCommunications in Computer and Information Science
Volume1070 CCIS
ISSN (Print)1865-0929
ISSN (Electronic)1865-0937


ConferenceCommunications in Computer and Information Science
Period1/01/20 → …

Bibliographical note

Publisher Copyright:
© Springer Nature Switzerland AG 2020.


  • Brand credibility
  • Clustering
  • Global brands
  • Market segmentation
  • Social prestige
  • Social responsibility


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