Uncertainty Evokes Consumers’ Preference for Brands Incongruent with their Global–Local Citizenship Identity

Ng, Sharon; Faraji-Rad, Ali; Batra, Rajeev

doi:10.1177/0022243720972956

Cited by 41 publications

(52 citation statements)

References 79 publications

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“…The second factor is consumers' globally oriented cultural identity. The globally oriented cultural identity is characterized by consumers' global identity (Ng et al, 2020; Strizhakova and Coulter, 2019). These consumers consider themselves to be a member of the global community, a person influenced by the world culture, and a global citizen participating in global trends, companies and entities (Steenkamp et al.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…Consumers' preference for domestic and foreign brands have been widely studied in the field of international marketing (e.g. Ng et al, 2020; Strizhakova and Coulter, 2015). Consumers in developing countries generally prefer foreign brands to domestic ones, because they believe that foreign brands are better in product function and value (Cordell, 1992; Gaedeke, 1973; Johansson et al.…”

Section: Introductionmentioning

confidence: 99%

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Buy domestic or foreign brands? The moderating roles of decision focus and product quality

Zhou

Huang

2021

APJML

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PurposeThis article sought to explore the effect of brand origin on consumer preference and examine the moderating effects of decision focus (buying for self vs buying for others) and product quality.Design/methodology/approachThe authors conducted two studies to test our hypotheses. In Study 1, the authors explored consumers' general preferences for domestic and foreign brands. Based on the evidence, Study 2 further explored the moderating roles of decision focus and product quality.FindingsIn general, consumers in developing countries prefer foreign brands. The effect can be moderated by the decision focus that this preference will be more obvious when consumers buy for others than when they buy for themselves. Product quality can also moderate the role of decision focus; in other words, consumers' preference for foreign brand when buying for others will be stronger when the product quality is low than when the product quality is high.Practical implicationsForeign brands have a natural appeal to local consumers in developing countries. Moreover, foreign brands can also invoke consumers' awareness of buying for others (such as giving gifts) to boost sales. Domestic brands are at a disadvantage comparing to foreign brands, but they can increase their attractiveness by invoking consumers' awareness of rewarding themselves. In addition, domestic brands need to improve product quality to fundamentally improve their competitiveness.Originality/valueThe research contributed to literature by combining decision focus and product quality in studying consumer preference for domestic and foreign brands from the perspective of construal level theory, which provides valuable insights in the field of international marketing and consumer behavior.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Buy domestic or foreign brands? The moderating roles of decision focus and product quality

Zhou

Huang

2021

APJML

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“…In contrast, locals have a salient local identity, favor local traditions, have strong interests in local events, and identify with people in their local community (Arnett 2002). In addition, globals prefer global products and brands, whereas locals prefer local products and brands (Ng, Faraji-Rad, and Batra 2021; Tu, Khare, and Zhang 2012; Zhang and Khare 2009). When consumers’ local identity is salient, they tend to be less price sensitive (Gao, Mittal, and Zhang 2020; Gao, Zhang, and Mittal 2017) and more likely to use a product's price to judge its quality (Yang et al 2019).…”

Section: Global–local Identity and Preference For Access-based Consum...mentioning

confidence: 99%

“…Globalization has exacerbated the birth of the sharing economy on a global scale, and it has made global–local identity essential in understanding consumer decisions. For example, an emerging stream of literature has uncovered the effects of global–local identity on various consumer responses, including price sensitivity (Gao, Mittal, and Zhang 2020; Gao, Zhang, and Mittal 2017), preference for local/global products and brands (Ng, Faraji-Rad, and Batra 2021; Zhang and Khare 2009), preference for ecofriendly products (Ng and Basu 2019), and a tendency to use price as a signal of product quality (Yang et al 2019). Extending the literature, we examine the role of global–local identity in consumers’ preference for access-based consumption and the mechanism underlying these effects.…”

mentioning

confidence: 99%

How Does Global–Local Identity Affect Consumer Preference for Access-Based Consumption? Investigating the Mediating Role of Consumption Openness

Xiao-dong¹,

Yang²,

Zhang³

et al. 2022

Journal of Marketing Research

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Given the increasing importance of the global sharing economy, consumers face the decision as to whether to choose an access-based option versus an owning option. However, our understanding of how consumers’ global–local identity may influence their preference for access-based consumption is rather limited. The authors fill this knowledge gap by proposing that consumers high in global identity (“globals”) have a greater preference for access-based consumption than those high in local identity (“locals”). Such effects are mediated by consumers’ consumption openness. Consistent with the “consumption openness” account, the authors find that when the desire for openness is enhanced by a contextual cue, locals’ preference for access-based consumption is elevated, whereas globals’ preference for access-based consumption is unaffected. However, when the desire for openness is suppressed by a contextual cue, globals’ preference for access-based consumption is reduced, whereas locals’ preference for access-based consumption is unaffected. Similarly, consumers’ traveler–settler orientation sets a boundary for the relationship between global–local identity and preference for access-based consumption, given its close association with consumption openness. Theoretical and managerial implications are discussed.

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“…Como futuros trabajos exponemos diferentes líneas de interés como pueden ser la reorganización de la cadena de valor, la exportación a mercados con alto nivel de renta (Japón, Estados Unidos) y la innovación y desarrollo de nuevos métodos de producción del chocolate más sostenibles. Por último, se propone avanzar en la dualidad de marca global y local en entornos de incertidumbre, como es el que ha causado la reciente pandemia mundial (Ng, Faraji-Rad, Batra, 2021).…”

Section: Conclusionesunclassified

Estrategias de marketing de marcas globales y locales en economías en desarrollo: un estudio comparativo en el mercado de chocolate de Ecuador

Dopico

Puente

Montero

2021

RGE

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El objetivo de este trabajo es analizar las estrategias de marca internacional en el mercado del chocolate para un país en vías de desarrollo como es el caso de Ecuador. Se destacan dos resultados de interés. En primer lugar, a pesar de tratarse de un país de gran tradición cacaotera, lo cual predispone a una preferencia por productos o marcas locales, Nestlé lidera el mercado del chocolate. Los principales elementos que explican este liderazgo se fundamentan en la implantación de una estrategia híbrida que ha sabido combinar un posicionamiento global para todos los mercados en los que opera con la adaptación de sus programas de marketing al mercado local (Ecuador). En segundo lugar, Nestlé, además de conseguir elreconocimiento de una marca global, conocida y, por tanto, de gran notoriedad, ha sabido adaptarse a una economía en desarrollo a través de la fijación de precios competitivos, una importante actividad promocional, una estrategia de distribución intensiva y una amplia gama que también ofrece nuevos productos para diferentes segmentos como el chocolate blanco con arroz crocante o el chocolate elaborado a partir de cacao fino de Ecuador.

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Uncertainty Evokes Consumers’ Preference for Brands Incongruent with their Global–Local Citizenship Identity

Cited by 41 publications

References 79 publications

Buy domestic or foreign brands? The moderating roles of decision focus and product quality

Buy domestic or foreign brands? The moderating roles of decision focus and product quality

How Does Global–Local Identity Affect Consumer Preference for Access-Based Consumption? Investigating the Mediating Role of Consumption Openness

Estrategias de marketing de marcas globales y locales en economías en desarrollo: un estudio comparativo en el mercado de chocolate de Ecuador

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