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

Purpose - The purpose of this paper is to investigate how consumers perceive and evaluate local and global brands - in a developed mature European market. Design/methodology/approach - 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. Findings - 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. Originality/value - 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.