Chasing Cars or Chasing Tails: Does the Resource Based View Explain Global Brand Value? Antecedents of Global Brand Equity

Global brand equity is a highly valued intangible asset, which provides competitive advantage to multinational firms in home country and abroad. The identification of antecedents that support and promote global recognition of brands is a matter of great debate among researchers. The success of global brands has been traced to universal communication of a brand promise based on personal wants needs and desires, as well as meeting quality expectations of products and services. Some firms are able to support their brands across markets better than others. The question posed by researchers is often, why is it so? A plethora of research has explored the behavioral aspects of brand meaning and communication across cultures. Few authors have explored the firm based antecedents of brand success. This study investigates the firm attributes of successful Global Brands through the Resourced Based View and explores several common firm attributes, which are shared by global brand leaders. The question posed is one of cyclical loop resource deployment. Does Global brand success lead to greater firm resources or do firm resources lead to successful global brand practices? Specifically, this study explores four resource-based antecedents of global brand equity and provides surprising insight into language orientation of country of origin and its relationship to global brand equity.