EFFECTS OF GLOBAL MARKET CONDITIONS ON BRAND IMAGE CUSTOMIZATION AND BRAND PERFORMANCE

What market conditions do managers consider when deciding whether to s tandardize or customize their global brand image To what extent do tho se market conditions moderate the effects of brand image customization /standardization strategies on brand performance To answer these quest ions, the author reports the results from a research study based on bo th secondary environmental data and survey responses from internationa l marketing managers. The results show that (1) although managers cons ider some cultural and socioeconomic conditions of foreign countries i n forming their international brand image strategies, and (2) those co nditions moderate the market share effects of their brand image strate gies, (3) managers can enhance brand performance by broadening the inf ormation they use in making global brand image strategy decisions. The implications of the results for marketing and advertising managers ar e discussed.