This study empirically investigates the impact of various psychological processes such as consumers' life satisfaction, ethnocentrism, perceived quality and need for uniqueness on consumer purchase intentions with a special comparative reference to European and Asian cultures. The researchers collected data from university students of United Kingdom and Pakistan following convenience sampling technique. The Multiple Linear Regression Model was used for data analysis and interpretations. Findings suggest that perceived quality and need for uniqueness positively influence British consumers to buy global brand. Whereas perceived quality and need for uniqueness positively whereas consumer ethnocentrism negatively influence Pakistani consumers to buy global brands. This research contributes to consumer behavior literature by making a comparison between European and Asian consumers' buying behaviour towards global brand. It implies that the multinational firms that are intended to enter and prosper in U.K. and Pakistan markets should consider cultural perspective and offer good quality products and launch advertising campaigns that can stimulate consumers self-identity by providing psychological comfort through purchasing of foreign brands.