Brand clarity of local and global brands in fast-moving consumer goods: an empirical study in a Middle East country

Research output: Contribution to journalArticleResearchpeer-review

2 Downloads (Pure)


Purpose: This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The study also intends to identify whether the consumer's previous experience with such brands may impact BCL. Design/methodology/approach: Twenty-eight global and local brands were used to test the hypotheses by conducting a survey with 400 consumers in the emerging economy of Iran. The authors applied a quantitative technique of brand classification, previously proposed in the literature. After categorizing the brands as local, global or glocal, one-way ANOVA, Tukey post hoc and t-test analyses were performed to identify whether the different types of brands had different BCLs. Findings: The results showed that brand clarity was significantly higher for local bands than for global or glocal brands and that it was higher for glocal bands than for global brands. Furthermore, the consumer's prior experience with a brand had no impact on BCL for different types of brands. Social implications: For global brand managers, it is essential to know that local brands in Middle Eastern emerging markets may have more brand clarity than global brands. Therefore, if global brands intend to enter these markets, adopting a glocal positioning appears to be a helpful strategy. Besides, the results suggest that managers should analyze brand categorization from the consumer's perspective, i.e. from a subjective instead of an objective perspective. Originality/value: This was the first study analyzing the BCL of local, global and glocal brands and identifying significant differences in their BCL.

Original languageEnglish
Article number10.1108/JIMA-01-2020-0018
JournalJournal of Islamic Marketing
Publication statusPublished - 9 Aug 2021


  • Brand clarity
  • Emerging economy
  • Global brand
  • Glocal brand
  • Local brand


Dive into the research topics of 'Brand clarity of local and global brands in fast-moving consumer goods: an empirical study in a Middle East country'. Together they form a unique fingerprint.

Cite this