n Management Dynamics : Journal of the Southern African Institute for Management Scientists - The role of region in global brand value growth by industry and brand : a multilevel analysis




Despite the proliferation of country-of-origin studies, the role of region in global brand value growth has largely been ignored. Drawing on resource-based theory, this study examines how 'industry' and 'firm' effects have an impact on the role of region on global brand value growth. Hypotheses are tested using a multilevel model on a dataset of 1555 brand value measurement occasions, representing 260 brands nested within 23 industry sectors, across six global regions, for the period 2006 to 2014. Results reveal that region as a predictor of brand value becomes redundant in a world that is increasingly internationalised; and once a brand is taken up in global valuable brands rankings, brand origin from a regional perspective does not matter. The findings support the theoretical reasoning that brands are relatively more important than industry effects, and that the longer the brand appears in the rankings, the more those high persistence brands will outperform low persistence brands.


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