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

Producción científica: Capítulo del libro/informe/acta de congresoContribución a la conferenciarevisión exhaustiva


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.
Idioma originalInglés
Título de la publicación alojadaInformation Management and Big Data - 6th International Conference, SIMBig 2019, Proceedings
EditoresJuan Antonio Lossio-Ventura, Nelly Condori-Fernandez, Jorge Carlos Valverde-Rebaza
Lugar de publicaciónCham
Número de páginas15
ISBN (versión digital)9783030461393
EstadoPublicada - 1 ene. 2020
EventoCommunications in Computer and Information Science -
Duración: 1 ene. 2020 → …

Serie de la publicación

NombreCommunications in Computer and Information Science
Volumen1070 CCIS
ISSN (versión impresa)1865-0929
ISSN (versión digital)1865-0937


ConferenciaCommunications in Computer and Information Science
Período1/01/20 → …

Nota bibliográfica

Publisher Copyright:
© Springer Nature Switzerland AG 2020.

Palabras clave

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


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