Do consumers follow their heart or mind when purchasing global brands? Empirical insights

Effect of source credibility and consumer ethnocentrism on halal purchase intentions in the UK: an elaboration likelihood model approach

“…In contributing to a deeper understanding of persuasive processes, the study not only extends and refines the ELM (Li et al, 2021;Moradi and Zihagh, 2022) but also navigates the uncharted waters of cross-cultural consumer behaviour, challenging previous assumptions about biases related to cultural or national identity on information processing and decisionmaking (White et al, 2018). Our findings provide strong evidence supporting the influential role of the central route in the ELM, extending beyond the specific context of halal purchase to encompass purchase judgements more broadly (Naseem and Yaprak, 2023). The significance of source credibility within the central route, combined with the lack of significance regarding consumer ethnocentrism within the peripheral route, highlights the dominant influence of the central route in shaping individuals' information processing and decision-making.…”

“…Conversely, when consumers lack motivation or have limited involvement in a topic, they are more prone to taking the peripheral route (Li et al ., 2021). In this case, consumers rely on surface-level cues or stereotypes associated with their own culture, society, or country of origin when making purchasing decisions (Naseem and Yaprak, 2023). These cues may include the cultural symbolism of a product, national branding, or familiar cultural references.…”

“…Conversely, non-ethnocentric consumers evaluate foreign products based on their characteristics and quality, regardless of the product’s country of origin (Fernández-Ferrín et al ., 2018). Ethnocentrism can have a positive impact on consumers' purchasing decisions when the brand, product, and service originate from their in-group (Naseem and Yaprak, 2023; Chaturvedi et al ., 2024). This positive influence extends to domestic products and brands as well (Zeugner-Roth et al ., 2015; Durco et al ., 2021).…”

“…The interaction among individuals on digital media platforms fosters the development of shared values that can impact product judgement (Erkan and Evans, 2018). These shared values are influenced by factors such as source credibility (central route) (Moradi and Zihagh, 2022) and emerging factors like consumer ethnocentrism (peripheral route) (Naseem and Yaprak, 2023), exemplified by the increased emphasis on “supporting local businesses” following the Covid-19 pandemic (Haji Shahlehi et al ., 2023). To address these research enquiries, our objective is to investigate the potential mediating role of Halal product judgement in the relationship between eWOM and Halal product purchase intention.…”