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Perceived brand globalness in emerging markets and the moderating role of consumer ethnocentrism

Aneela Akram (IAE (CERGAM), University Paul Cézanne Aix‐Marseille, Aix‐en‐Provence and Marseille, France)
Dwight Merunka (IAE (CERGAM), University Paul Cézanne Aix‐Marseille, Aix‐en‐Provence and Marseille, France and EUROMED Management, Marseille, France)
Muhammad Shakaib Akram (IAE (CERGAM), University Paul Cézanne Aix‐Marseille, Aix‐en‐Provence and Marseille, France)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 27 September 2011

Abstract

Purpose

The purpose of the paper is to study the impact of perceived brand globalness (PBG) on consumers' purchase intention (PI) and the mediating role of perceived brand quality (PBQ) and perceived brand prestige (PBP) in this relation, among consumers in emergent markets. The paper also investigate the moderating role of consumer ethnocentrism (CE) on the relation between PBG and both PBQ and PBP.

Design/methodology/approach

A web‐based survey was conducted in an emerging market (Pakistan) using both global and local brands. The model was tested using structural equation modeling.

Findings

PBG positively impacts both PBQ and PBP while PBQ appears to be a stronger mediator than PBP. The moderating role of CE between PBG and PBQ and between PBG and PBP has been demonstrated; the weaker the CE the stronger the relationships.

Research limitations/implications

A convenience sample was used and caution must be taken when generalizing findings from this study. Managers of global brands must meet consumers' expectations in terms of the quality of their brands and may highlight the prestige associated to them. Low ethnocentric consumers favor global brands, rendering this segment attractive for the managers of global brands.

Originality/value

The paper extends previous work on the role of brand globalness by focusing on an emergent market where the choice problem between local and global brands is acute and by demonstrating the moderating role of CE.

Keywords

Citation

Akram, A., Merunka, D. and Shakaib Akram, M. (2011), "Perceived brand globalness in emerging markets and the moderating role of consumer ethnocentrism", International Journal of Emerging Markets, Vol. 6 No. 4, pp. 291-303. https://doi.org/10.1108/17468801111170329

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited