An investigation of global versus local online branding

Jamie Murphy, Arno Scharl

Research output: Contribution to journalArticle

18 Citations (Scopus)

Abstract

Purpose - Draws upon Hofstede's cultural values and Rogers' diffusion of innovations to investigate relationships between search engine popularity and a company's preference for global versus local online branding.Design/methodology/approach - Investigates the global versus local domain name selection strategies and web site popularity of multinational corporations based on their organizational characteristics and Hofstede's cultural values of their host countries.Findings - Organizational size, industry and two cultural values - individualism and masculinity relate to how companies adopt innovations, in this case selecting and promoting a global or local online identity. For their web presence, most For-tune Global 500 companies use the global.com domain rather than a local country domain. The results also suggest a virtual divide in online visibility, favoring.com companies over companies using country domains.Research limitations/implications - Limitations of this study include the lack of a longitudinal perspective and a possible Google bias - towards English content - in its proprietary PageRank metric. Future research could validate the results with other third-party data and enrich the independent variables through automated web content analysis.Practical implications - In countries with strong cultural values of masculinity and collectivism, international business managers should consider paying homage to local domain names for web site and employee email addresses.Originality/value - Extending diffusion of innovations and cultural research to domain name selection and search engine popularity, this study underscores the importance of culture in international branding research.
Original languageEnglish
Pages (from-to)297-312
JournalInternational Marketing Review
Volume24
Issue number3
DOIs
Publication statusPublished - 2007

Fingerprint

Branding
Cultural values
Diffusion of innovation
Web sites
Hofstede
World Wide Web
Search engine
Masculinity
Organizational size
Industry
Content analysis
PageRank
Visibility
Electronic mail
Multinational corporations
Host country
Organizational characteristics
Individualism
Collectivism
Innovation

Cite this

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An investigation of global versus local online branding. / Murphy, Jamie; Scharl, Arno.

In: International Marketing Review, Vol. 24, No. 3, 2007, p. 297-312.

Research output: Contribution to journalArticle

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