Global brands or local heroes?: evidence from the Spanish beer market

The purpose of this paper is to investigate how consumers perceive and evaluate local and global brands – in a developed mature European market.

For this purpose, four dimensions and two consequences of brand equity are evaluated, based on consumers’ standpoint. Structural equation modeling is carried out in order to analyze results obtained.

The findings suggest that brand loyalty, brand image and perceived quality exert the higher influence on consumers’ brand value; while there are relevant differences in consumer’s assessment toward local and global brands.

This study provides local and global brand marketers with further specific knowledge on how to market and enhance their brands’ value in a globalized increasingly competitive world.