Global Brand Attitude, Perceived Value, Consumer Affinity, and Purchase Intentions: A Multidimensional View of Consumer Behavior and Global Brands

Naseem, Nayyer; Verma, Swati; Yaprak, Attila

doi:10.1108/s1474-797920150000026012

Cited by 12 publications

(24 citation statements)

References 93 publications

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“…The following Figure 3 indicates that CET’s negative mean value between the relationship of CPBG and brand attitude strengthened the significant negative effects of high ethnocentric and lessened the effects for low ethnocentric Pakistani consumers. According to Naseem et al (2015) , ethnocentric consumers feel proud to use their own country’s products because they think foreign products are a big threat to their domestic economy. Thus, these contrary findings of CET may require more research in emerging markets context.…”

Section: Discussionmentioning

confidence: 99%

“…While using CBIs measures, academic researchers and business managers can predict subsequent purchases of products and services. This concept is the foundation of numerous theoretical research models of consumer behavior ( Naseem et al, 2015 ). For instance, Fishbein and Ajzen (1975) suggested that “If one wants to know whether or not an individual will perform a given behavior, the simplest and probably the most efficient thing one can do is to ask the individual whether he intends to perform that behavior.” Similarly, Bagozzi (1983) explained that “intentions constitute a willful state of choice where one makes a self-implicated statement as to a future course of action.” According to Warshaw (1980) , consumer behavior research models usually indicate intentions as an intervening construct between choice and attitude, inferring that intentions overtake beliefs when behavior correlates.…”

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

“…Consumers consider global brands more positively due to their high quality and global reach around the world, their globalness positively affect brand attitudes which influence them to pay higher prices for the global brands in Austria ( Davvetas et al, 2015 ). According to Naseem et al (2015) , favorable global brand attitude may favorably impact consumer behavioral intentions toward local and global brands.…”

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

Section: The Brand Attitude and Consumer Behavioral Intentionsmentioning

confidence: 99%

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Consumer Perceptions of Brand Localness and Globalness in Emerging Markets: A Cross-Cultural Context

et al. 2022

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The globalization of markets and consumer behavior has changed dramatically in recent years. Similarly, global and local brands are facing many challenges in emerging markets. Thus, in this backdrop, this research is intended to examine the impact of consumer perceptions of brand localness and globalness on brand attitude in order to predict consumer behavioral intentions (purchase intention, price premium, and word of mouth) in cross-cultural emerging markets (China and Pakistan). Additionally, this research considered the moderating effects of consumer ethnocentrism and brand familiarity as a control variable. This study used an online survey to examine 1,562 responses from Chinese (n = 768) and Pakistani (n = 794) consumers regarding local and global brands. The proposed hypotheses were analyzed by using the partial least square-structural equation modeling method. The findings indicated that the consumer perceptions of brand localness and brand globalness had a substantial impact on brand attitude, which in turn favorably influenced consumer behavioral intentions in China and Pakistan. The brand attitude was a crucial mediator in both markets but was more critical in China than Pakistan. The interaction moderating effects of consumer ethnocentrism and consumer perceptions of brand localness positively influenced brand attitude in China, whereas consumer ethnocentrism and consumer perceptions of brand globalness negatively influenced brand attitude in Pakistan. Interestingly, brand familiarity was discovered a substantial control variable in both markets, except for purchase intention in Pakistan. This research contributed to Fishbein’s attitude theory and social identity theory. This research offers important recommendations to local and global marketers and brand managers in formulating and employing several positioning, market segmentation, and targeting strategies that may assist them in competing effectively in emerging markets.

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Section: Discussionmentioning

confidence: 99%

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

Section: The Brand Attitude and Consumer Behavioral Intentionsmentioning

confidence: 99%

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Consumer Perceptions of Brand Localness and Globalness in Emerging Markets: A Cross-Cultural Context

et al. 2022

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“…At the same time, global brands are perceived as symbols of status, excitement, social approval, prestige and modernity ( € Ozsomer, 2012). Additionally, PBG has influenced consumer attitudes, as many consumers prefer global brands due to their superior quality and image (Naseem et al, 2015). All of these factors contribute to consumers' positive responses to global brands, which range from favorable brand attitudes to improved tolerance for price premiums associated with global brands (Davvetas et al, 2015).…”

Section: The Relationship Of Pbl Pbg and Brand Attitudementioning

confidence: 99%

Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective

Safeer

Chen

Abrar

et al. 2021

APJML

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PurposeThe study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian markets. Further, the study examines the moderating role of uncertainty avoidance (UA) after controlling the effects of brand familiarity (BF) in Asian markets (China and Pakistan).Design/methodology/approachIn accordance with the non-probability technique and through an online survey, the study collected 1,880 responses (on local and global brands) from China and Pakistan. Partial least square structural equation modeling (PLS-SEM) is the most robust technique applied to examine the proposed hypotheses in the Asian environment.FindingsAfter controlling the effects of BF, the findings revealed that PBL and PBG positively influenced consumers' perceptions of BA, which had a significant impact on consumers' brand attitudes toward both local and global brands in Asian markets. Further, the research identified that BA was an essential mediator from the Asian perspective. The interaction effects of UA and PBL on BA were discovered positively significant in Pakistan, whereas the effects of UA and PBG on BA were found negatively significant in Pakistan and had no effects in China.Research limitations/implicationsThe research focused on two Asian countries (China and Pakistan). However, future researchers may collect additional data from other Asian countries in order to generalize the findings in all Asian markets.Practical implicationsThe research assists local and global managers in designing and implementing various targeting, positioning and segmentation strategies for successfully managing businesses in Asian markets.Originality/valueThe novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan).

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Understanding the origin and evolution of affinity as a multidisciplinary concept: A conceptual approach to consumer affinity

Serrano‐Arcos

Sánchez‐Fernández

Mesa

et al. 2022

Psychology and Marketing

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The use of the term affinity has been gradually spreading in several disciplines from multiple viewpoints. Among all these approaches, the concept of consumer affinity, which explains how consumers' positive dispositions toward a particular foreign country affect their purchase decisions of products from that origin, has recently emerged in the marketing discipline. In addition to the scarcity of theoretical and empirical studies on this concept, the marketing literature lacks a systematic review detailing the origin, evolution, and relevance of this notion and the remaining gaps to be investigated in this field. This study aims to examine the complex nature of consumer affinity and the difficulties that arise in its analysis at a conceptual and methodological level to examine its nature, characteristics, dimensionality, and relationship with other variables. To this end, through a systematic review using the PRISMA protocol, this study provides an integrated framework of the existing literature, analyzing the etymological origin and conceptual foundations of consumer affinity, its publication trajectory, and the main contributions to its study. Finally, this paper provides a roadmap for future research based on the convergences, inconsistencies, and knowledge gaps identified in the literature.

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Global Brand Attitude, Perceived Value, Consumer Affinity, and Purchase Intentions: A Multidimensional View of Consumer Behavior and Global Brands

Cited by 12 publications

References 93 publications

Consumer Perceptions of Brand Localness and Globalness in Emerging Markets: A Cross-Cultural Context

Consumer Perceptions of Brand Localness and Globalness in Emerging Markets: A Cross-Cultural Context

Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective

Understanding the origin and evolution of affinity as a multidisciplinary concept: A conceptual approach to consumer affinity

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