Consumer Perceptions of Brand Localness and Globalness in Emerging Markets: A Cross-Cultural Context.
brand attitude
brand globalness
brand localness
consumer behavioral intentions
consumer ethnocentrism
Journal
Frontiers in psychology
ISSN: 1664-1078
Titre abrégé: Front Psychol
Pays: Switzerland
ID NLM: 101550902
Informations de publication
Date de publication:
2022
2022
Historique:
received:
13
04
2022
accepted:
15
06
2022
entrez:
28
7
2022
pubmed:
29
7
2022
medline:
29
7
2022
Statut:
epublish
Résumé
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 (
Identifiants
pubmed: 35898987
doi: 10.3389/fpsyg.2022.919020
pmc: PMC9313522
doi:
Types de publication
Journal Article
Langues
eng
Pagination
919020Informations de copyright
Copyright © 2022 Safeer, Zhou, Abrar and Luo.
Déclaration de conflit d'intérêts
The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.
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