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

Asif Ali Safeer (Business School, Huanggang Normal University, Huanggang, China)
Yun Chen (Hubei University of Economics, Wuhan, China)
Muhammad Abrar (Lyallpur Business School, Government College University Faisalabad, Faisalabad, Pakistan)
Nilesh Kumar (School of Management, Huazhong University of Science and Technology, Wuhan, China)
Amar Razzaq (Business School, Huanggang Normal University, Huanggang, China)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 14 October 2021

Issue publication date: 5 July 2022

1695

Abstract

Purpose

The 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/approach

In 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.

Findings

After 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/implications

The 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 implications

The research assists local and global managers in designing and implementing various targeting, positioning and segmentation strategies for successfully managing businesses in Asian markets.

Originality/value

The novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan).

Keywords

Acknowledgements

This study is supported by “the Fundamental Research Funds for the Central Universities”, HUST: 2017WKYXQN022.

Citation

Safeer, A.A., Chen, Y., Abrar, M., Kumar, N. and Razzaq, A. (2022), "Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 7, pp. 1524-1543. https://doi.org/10.1108/APJML-05-2021-0297

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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