Salah S. Hassan

Understanding the new bases for global market segmentation

This study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro‐ and micro‐bases associated with segmentation of world markets. The paper calls for a universal perspective on market segmentation to aid global marketers in identifying similarities across national boundaries while assessing within‐country differences. The main conclusion of this research is augmentation of the argument that a hybrid/universal market segmentation strategy should serve as the conceptual link and action mechanism that provides substance and rationale to striking a trade‐off between the two indispensable global strategy ends of standardization and adaptation. This balanced relationship can only be created when focus is devoted to building brand equity through emphasizing a global consumer orientation.

Linking global market segmentation decisions with strategic positioning options

Purpose – The purpose of this paper is to examine empirically the relationship between positioning strategies and bases of segmentation in international markets.Design/methodology/approach – A principal component analysis was conducted to determine the major macro‐ as well as micro‐bases of segmentation that are linked with strategic positioning decision options. Further, a regression analysis was used to examine the effect of each of the segmentation bases on the different strategic positioning options used by segmentation managers.Findings – This study suggests the combined use of both macro‐ and micro‐bases of segmentation in order to leverage similar strategic positioning across global markets. However, micro‐bases of segmentation are suggested for firms seeking differential positioning strategies.Research limitations/implications – The conceptual and empirical findings of this study pave the way for embarking on promising and relevant future research that is needed to substantiate and enrich the acad...

Customer and non‐customer perspectives for examining corporate reputation

Purpose – Several studies on corporate reputation have proposed a customer‐based approach for assessing corporate reputation. Other studies proposed examining corporate reputation from the perspective of other primary stakeholder groups such as employees, investors or suppliers. Hence this paper aims to examine corporate reputation by considering both the customers and the non‐customers views.Design/methodology/approach – This study was applied to the US wireless telecommunications industry. A random sample of 1,088 respondents composed of 518 customers and 570 representing the non‐customers, was generated for this study. The sample was randomly distributed by age, gender, income, education and geographic location.Findings – The findings of this study revealed that the formation of perceptions about corporate reputation differ between customers and non‐customers. The dimension of emotional appeal is specific to the customer group and the dimension of vision and leadership is specific to the non‐customer...

Linking customer‐based brand equity with brand market performance: a managerial approach

Purpose – The purpose of this paper is to attempt to bridge a gap in literature by defining and operationalizing specific brand equity constructs, and testing the relationships between customer‐based brand equity and brand market performance. Current literature has focused on building and conceptualizing brand equity, there is no consensus on how it should be measured and what constructs should be included in the measurement process.Design/methodology/approach – This study was conducted in two phases: a consumer‐level analysis; and a brand‐level analysis. A total of 6,410 observations have been identified (sample size consists of 5,598 usable observations). The second phase involved analyzing the data at the aggregate brand level. Analysis included testing hypotheses on the correlations between customer‐based brand equity constructs and brand market performance. finally, detailed market and country‐of‐origin analyses are presented for managerial considerations.Findings – Results from the consumer dataset ...

Examining world market segmentation and brand positioning strategies

Purpose – This paper aims to examine the conceptual as well as empirical linkages between segmentation bases and brand positioning strategies in the context of discussing practical implications for firms operating in increasingly globalizing markets.Design/methodology/approach – This paper empirically examines an inventory of market segmentation factors in relation to four global strategic positioning decision options.Findings – The two studies reported suggest that a combined use of macro and micro‐bases to segment world markets is significantly linked to the perceived positioning strategies of global top brands, whereas firms seeking more localized positioning strategies use only micro‐bases to segment.Practical implications – The conceptual and empirical findings reported in this paper pave the way for embarking on promising and relevant future research that is needed to substantiate and enrich the academic understanding and managerial practice of segmentation and strategic brand positioning decisions ...

Customer‐driven benchmarking

Purpose – Most benchmarking methods are based on comparing financial and operational indicators with that of the leader in the market. Financial and operational indicators may not be sustainable in facing the speed and competitiveness of todays marketplace. The purpose of this paper is to propose a dynamic customer‐driven benchmarking approach that captures changes in customer perceptions and expectations and subsequent changes in service standards set by experienced customers as best practice.Design/methodology/approach – This paper is based on examining the current literature on benchmarking and suggesting a new approach for benchmarking that puts the experienced customer as the standard for benchmarking. The customer‐driven benchmarking approach is one that will ensure that companies are continuously improving and advancing their values to meet the needs of the sophisticated and demanding customers.Findings – The use of customer‐driven benchmarking will not only provide a clear direction and methods f...

Global Consumer Market Segmentation Strategy Decisions and Managerial Assessment of Performance

The decision to segment international markets should be based upon the ability of that strategy to contribute to firm performance. This paper presents a synthesis framework of international market segmentation strategy decision-making and a study examining specific relationships between segmentation decisions and managerial assessment of performance.

International Segmentation Options: Getting Away from Conventional Wisdom

International market segmentation is a rather neglected research area. Conventional wisdom has led to segmentation of world markets based on traditional criteria such as economic development or degree of industrialization. The authors maintain that more non-traditional and intranational market segmentation is necessary in order to facilitate polycentric marketing orientation and to be successful in the international arena.

Retaining the allure of luxury brands during an economic downturn: Can brand globalness influence consumer perception?

Purpose – Despite the changing conditions worldwide, some global luxury brands have attained strong performance levels, and perhaps it is their globalness that keeps them resilient. Since the global luxury market is comprised of customer segments with relatively homogeneous needs, wants and motivations, achieving a global luxury brand positioning will help mitigate the negative consequences of economic crises, regardless of the market in which a luxury brand operates. The paper aims to discuss these issues. Design/methodology/approach – A survey instrument was administered to a sample of 200 professionals located in a European country where none of the global brands cited in the paper are originating. The country was also selected on the basis of its propensity to have local luxury brands in competition with the global brands in each of the categories tested. The survey was conducted during the peak of economic crisis in Europe. Findings – This study provides evidence that brand globalness may be a major ...

Antecedents of Global Brand Purchase Likelihood: Exploring the Mediating Effect of Quality, Prestige and Familiarity

ABSTRACT This article examines the drivers of global brand purchase likelihood and delineates theoretical and practical implications for marketers. A distinctive model is developed based on theoretical and empirical foundations in the branding and consumer behavior research and the constructs used are well grounded in literature. The model proposes that perceived brand globalness and country of origin have an impact on perceived brand quality, brand prestige and brand familiarity that in turn affect brand purchase likelihood. Additionally, both perceived brand globalness and country of origin are expected to have direct relationships with brand purchase likelihood. The proposed model is testified drawing on the results of empirical work in the form of a large-scale survey conducted on a convenience sample of generation Y consumers in Saudi Arabia. Data collection resulted in 319 usable questionnaires. Data were analyzed using structural equation modeling. Results indicate that brand perceived globalness and country of origin are important determinants of perceived brand quality, prestige, and brand familiarity. Additionally, perceived brand globalness, quality, and prestige are important determinants of brand purchase likelihood.