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

Hussein, Rania; Hassan, Salah S.

doi:10.1080/08961530.2018.1455549

Cited by 24 publications

(19 citation statements)

References 78 publications

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“…First, the country of brand origin was found to affect consumer perceptions of brand quality, as hypothesized. On the other hand, in contrast to what might be expected from previous studies on brand globalness (Akaka & Alden, 2010;Halkias et al, 2016;Hussein & Hassan, 2018;Sichtmann et al, 2018;Steenkamp et al, 2003), perceived brand globalness did not affect consumer evaluations of brand quality. This effect was insignificant in both Study 1 and Study 2.…”

Section: Theoretical Implicationscontrasting

confidence: 99%

“…A strategic choice of global versus country identity in brand foreignness still matters there. Simply, this issue carries greater significance in emerging markets, since, in general, consumer preferences for well-known foreign brands tend to be stronger in those markets (Batra et al, 2000;Cannon & Yaprak, 2002;Hussein &Hassan, 2018 andJun et al, 2017). Still, our findings need to be confirmed with consumers in advanced countries.…”

Section: Marketing Implicationsmentioning

confidence: 66%

“…Second, even when foreign firms emphasize the globalness of their brands, they still need to attend to country-of-origin effects in emerging markets. In fact, many firms promote their brands as global brands not associated with their origins (Bell, 2008;Han, 2016;Hussein & Hassan, 2018). At the least, our findings imply that marketers from a country with a favorable image perhaps should not dissociate their brands from the country of origin.…”

Section: Marketing Implicationsmentioning

confidence: 72%

“…In other words, there is a strong possibility that brands Similarly, consumers might perceive that German automobiles would be sold and favored globally because of the competitive reputation of their country of origin. This possibility may be greater with consumers in emerging countries, since, according to previous studies, preferences for well-known foreign and global brands tend to be high in general in emerging countries (Batra et al, 2000;Cannon & Yaprak, 2002;Hussein & Hassan, 2018;Jun et al, 2017).…”

Section: Consumer Perceptions Of Brand Globalnessmentioning

confidence: 93%

“…54). Strictly speaking, brand globalness is the perception not associated with a specific country (Han, 2016;Hussein & Hassan, 2018;Steenkamp et al, 2003).…”

Section: Country-of-origin and Brand Globalness Effectsmentioning

confidence: 99%

See 4 more Smart Citations

Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets

Han

2020

J of Consumer Behaviour

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Consumers in emerging markets are known to have strong preferences for well‐known foreign brands. Drawing on schema and categorization theories, this study empirically investigates how accessible two components of brand foreignness – globalness and country of brand origin – are in consumer perceptions of brand quality in emerging markets. In addition, we argue that brand globalness can be shaped by inferential reasoning and test how consumer perceptions of brand globalness are affected by both a brand's country of origin and its perceived quality. Two different studies were conducted with young‐adult consumers in China. The study found that in their evaluations of foreign brands consumers are more influenced by country of origin than by brand globalness. It also found that consumers tend to perceive a high level of globalness in high‐quality brands and brands from a favorable country‐of‐origin. Further, this tendency was found to differ between well‐known and lesser‐known brands. These findings confirm the predictive validity of country of origin, but contrast with extant literature on the role of brand globalness as a principal quality cue for foreign brands among consumers in emerging markets. Our findings also imply brand globalness can be an inferred attribute of perceived brand quality and country‐of‐origin image. Keywords: brand foreignness, brand globalness, country‐of‐origin effect, emerging markets.

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Section: Theoretical Implicationscontrasting

confidence: 99%

Section: Marketing Implicationsmentioning

confidence: 66%

Section: Marketing Implicationsmentioning

confidence: 72%

Section: Consumer Perceptions Of Brand Globalnessmentioning

confidence: 93%

“…54). Strictly speaking, brand globalness is the perception not associated with a specific country (Han, 2016;Hussein & Hassan, 2018;Steenkamp et al, 2003).…”

Section: Country-of-origin and Brand Globalness Effectsmentioning

confidence: 99%

See 3 more Smart Citations

Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets

Han

2020

J of Consumer Behaviour

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Potential buyer identification and purchase likelihood quantification by mining user-generated content on social media

Dang

Wang

2022

Expert Systems with Applications

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How country development and national culture affect the paths of perceived brand globalness to consumer behavior across nations

Swoboda

Sinning

2020

Journal of Business Research

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

Cited by 24 publications

References 78 publications

Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets

Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets

Potential buyer identification and purchase likelihood quantification by mining user-generated content on social media

How country development and national culture affect the paths of perceived brand globalness to consumer behavior across nations

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