Consumers’ Purchase Intentions towards Global Brands: A Cross-Cultural Analysis (original) (raw)

Buying Local or Foreign Brands: Does Consumer Ethnocentrism Affect Purchase Intention

2018

Consumers are now enjoying a diverse marketplace. In the advent of globalization, shoppers have access to a wider selection of goods and services from domestic and foreign brands. Global Retail Development Index cited the Philippines as the 16 th most attractive retail market in the world among developing countries, thereby attracting foreign brands that partner with local distributors in order to harness the local retail scene knowledge and domestic business networks. The purpose of this empirical study is to investigate the effects of cosmopolitanism and national identity on the intention to purchase local or foreign clothing brands. Based on the Ethnocentrism Model, consumer ethnocentrism serves as a mediating construct in the purchase intention. The model is examined using a data set of 65 respondents who are members of the Asia Pacific College community, classified into the following categories: students, alumni, administrators, and faculty and staff, ages 18 to 62. The study results show the influence of national identity and cosmopolitanism on the purchase intention of local brand; however, the constructs did not show a significant effect on the purchase intention of foreign brand. Consumer ethnocentrism has a mediating effect on national identity and purchase intention of local brand, while monthly income has a moderating effect on consumer ethnocentrism and purchase intention of local brand.

Exploring Consumer Purchase Behaviour: Foreign Versus Local Brands

2013

In this study, we surveyed customers' behaviour and influence of individual characteristics (tendency to uniqueness and orientation towards foreign brands) and characteristics of brands (perceived quality and emotional value) on intention to buy foreign brands in comparison to local brands. In this research, questionnaire is used to gather data and the Kokran formula is employed to determine the volume of sample of survey. Indeed, this research surveys the relationship between different variables using structural equation model. About 850 customers of Iranian shops are surveyed. The results reflect that the need to be unique, within customers, influences tendency to buy foreign products or services. What is more, increasing the tendency to purchase foreign brands causes customers to recognize quality and the emotional value of foreign brands in a better way. Hence, by increasing acceptance of perceived quality and emotional value of foreign brands, consumers are more motivated to buy foreign brands. Finally, in consumers' point of view, variable ATFP to PQ is more important. because attitudes toward foren products that causes customer recognizing them of higher quality.

Cognitive and affective reactions of American consumers to global brands

Journal of International Marketing, 2008

Marketing and brand managers in companies whose market offerings span multiple cultures and borders are faced with the difficult task of coordinating resources and strategies to serve broad global markets profitably. In addition to this challenge, many are unsure about what the globality of their brands means to their consumers or even whether this globality is a brand attribute that should be mentioned or perhaps concealed in marketing communications. Academic research on the topic is modestly informative. Several recent studies have provided some evidence of a positive relationship between the perceived globality of a brand and its perceptions of quality (Holt, Quelch, and Taylor 2004), prestige , and esteem (Johansson and Ronkainen 2004). Even when other factors are controlled for, researchers have argued that this global brand effect influences brand purchase intentions through higher quality and status ratings .

Factors Affecting Consumer Preference of International Brands over Local Brands

This study was conducted in order to determine the consumer preferences of global brands instead of local ones. It is also designed to find out the buying behavior patterns of young Pakistani consumers Consumer evaluates products based on information cues, which are intrinsic and extrinsic. A number of factors affect the consumer purchase decisions. The results suggest that most important factors that influence a consumer's final decision are the price and quality of the product in question. Since the consumers usually associate the price of the brand with its quality, a brand priced too low is generally perceived as a low quality product. Similarly, a product priced too high may not be affordable by many. Other factors that have an impact on the consumer preferences are: consumer ethnocentrism, country of origin, social status, price relativity with the competing brands and family and friends. The research was conducted in Karachi and the samples selected included 200 people of age 16-24. The data collected for the research was through a questionnaire and was conducted in two popular shopping malls of the city and two universities since the target audience was largely the youth. Calculations were then analyzed and interpreted using a percentage of respondents and through frequency distribution tables and charts.

Consumer Attitude and Uniqueness towards International Products

Procedia Economics and Finance, 2016

Product quality is rapidly becoming an important competitive issue. In addition, several surveys have voiced consumers' dissatisfaction with the existing levels of quality and service of the products they buy. In a recent study of the business units of major International companies, managers ranked "producing to high quality standards" as their chief current concern. This paper is to examine the relationship of individual characteristics (i.e., consumer's need for uniqueness and attitudes toward international products.) Samples for this study were 320 consumers at Suria KLCC (Suria Kuala Lumpur City Centre) was chosen randomly and analyzed using SPSS. This study finds that Malaysian consumers' need for uniqueness positively influences attitudes toward international products.

Consumer Ethnocentrism Towards Domestic Brand: A Study

IAEME PUBLICATION, 2020

The purpose of this research paper is to explore and investigate the factors influencing consumer ethnocentrism and find out which factor having most significant impact along with also examines how different demographic variables related with consumers ethnocentrism. The data for this study were collected from north India (DELHI-NCR) and convenience sampling method was employed and size of data was 325 which further analyzed through SPSS 20.0. The findings of this study show that cultural openness is the strongest predictor of consumer ethnocentrism towards domestic brand while collectivism is the weakest predictor and Indian consumers are ethnocentric as well. whereas in case of demographic characteristics only gender (females) is showing significant relationship with consumer ethnocentrism while other i.e. age, education and income doesn't show significant relationship with consumer ethnocentrism. As far as limitations are concerned this study is a cross-sectional and brand selected for this study was 'Savlon', and that is why the finding of this research cannot be generalized another brands category.

The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands

Lahore Journal of Business, 2015

This study evaluates the impact of consumer constructs, including ethnocentrism, attitudes toward brands, and celebrity endorsement, on purchase intentions for beverages in Pakistan. A quantitative survey was administered to collect the data and a path analysis conducted to test the model. Based on a sample of 150 respondents, our results indicate a positive relationship between ethnocentrism and purchase intentions with respect to local brands. Moreover, ethnocentrism, attitudes toward brands, and celebrity endorsements all have a significant impact on purchase intentions for local brands.

Global or Local? Egyptian Consumers' Perceptions and Preferences of Global vs. Local Brands

2020

This paper introduces a comprehensive model explaining consumer preferences for global versus local brands in an emerging market context. The research framework delineates how consumers' behavioral intentions towards global versus local brands are mediated by consumers' perceptions of brand quality, prestige, identity expressiveness, and brand's perceived value. It also tests if certain consumer values, ethnocentrism, materialism, and susceptibility to normative influence moderate this relationship. Mall-interception technique was used to collect data. Results from PLS-SEM indicated that both PBG and PBL show a significant positive association with perceived brand quality and prestige. Besides, the inclusion of two additional pathways was supported through which global and local brands can boost their preference; brand identity expressiveness and perceived brand value. The results illustrated that PBG affects behavioral intentions through the routes of perceived quality ...

The effects of brands and country of origin on consumers' buying intention in Saudi Arabia

The Country of Origin (COO) and branded product are concepts that have been studied widely in social science. This is manifested in the movement and progress of studies related to these concepts from simple to sophisticated and in-depth ones. However, previous studies still have many limitations and have recommended further research in this field. Among these limitations is the restricted geographical spread of study areas, as most of the previous COO studies have been conducted in the United States, Canada, and other developed countries. Another gap in the extant COO literature is the scarcity of food product studies, as most of the COO studies have concerned durable goods such as cars, T.V. sets, appliances, etc. The food product studies found are rarely related to the effect of COO on buying intention or consumer perception; hence, a study of the effect of COO and branded product on food products is an addition to the literature. Moreover, previous COO research suffers from an inadequate assessment of the reliability and validity of the widely used measurement scales. Adapted scales for V different products in order to find the real effect of the COO and its implication for policy makers' decisions. Nevertheless, the study has certain limitations. Among these is the fact that the scales used for COO have relatively low reliability and the conceptualisation of COO requires improvement. The scarcity of food product studies in Saudi Arabia restricted the arguments that could be used to compare and support the study findings. The limited study of the religious effect is another limitation. The difficulty the researcher experienced in gaining access to the executives during the preliminary exploratory study also placed certain limitations on the results. The final limitation was related to the difficulty of conducting the focus group in such a conservative country, particularly when the participants were women, as was the case in this research. Suggestions are made for further studies that could enrich the literature in this area. These are, firstly, that the differential relevance and importance of the different dimensions of the COO and branded product constructs for different products and different consumers' require further examination. Secondly, methodologically, more comprehensive analytical models could be used and, lastly, a full remodelling of the research model utilised in this study is suggested. VI Acknowledgement To my parents who give me love, to my wife and children who give me support, to my brothers and sisters who care, to my supervisors who believe in my abilities and guide me on the right track, to all of these I am grateful for helping me achieve this significant accomplishment. It could never have come about without their support and encouragement. May Almighty Allah guide us on the right path to succeed and flourish. VII

The impact of perceived brand globalness on consumers' willingness to pay

International Journal of Research in Marketing, 2015

The aim of this research is to examine the effect of perceived brand globalness on consumers' purchase intention, noting the mediating roles of perceived brand prestige and quality, brand social responsibility, and the moderating roles of consumer ethnocentrism. Survey data collected from 613 consumers in Vietnam was analyzed to provide evidence. Results from the partial least squares structural equation modeling (PLS-SEM) using the SmartPLS 3.0 program indicated that there was a positive impact of perceived brand globalness on consumers' purchase intention; this was mediated partially through perceived brand prestige and quality, and brand social responsibility. Moreover, this study also found the moderating effects of consumer ethnocentrism on the impacts of perceived brand globalness on consumer's purchase intention and on perceived brand quality. Consumer ethnocentrism dampened the positive association between perceived brand globalness and perceived brand quality as well as reduced purchase intention of Vietnamese consumers. The finding also implies that marketers should build a suitable marketing strategy to heighten consumers' purchase intention.