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Influence of consumer cosmopolitanism on purchase intention of foreign vs local brands: a developing country perspective

Ankur Srivastava (Marketing and Strategy, IBS Hyderabad, Hyderbad, India)
Nitin Gupta (Marketing, Institute of Management Technology, Hyderabad, India)
Nripendra P. Rana (College of Business and Economics, Qatar University, Doha, Qatar)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 20 July 2021

590

Abstract

Purpose

This study investigates the role of consumer cosmopolitanism on consumer attitudes and purchase intentions (PIs) towards foreign and local brands.

Design/methodology/approach

The responses were collected on a structured questionnaire through a consumer survey. The data were then analysed through structural equation modelling (SEM).

Findings

The results depict the positive influence of consumer cosmopolitanism on consumer attitudes towards foreign brands, which positively influences PIs towards foreign brands and negatively influences the PIs of local brands. Further, the mediating role of perceived quality was observed in explaining the consumer preference towards foreign and domestic brands.

Practical implications

Finally, the study concludes by providing implications for marketing scholars and managers of global and local brands.

Originality/value

The paper examines the underlying mechanisms related to consumer cosmopolitanism and its role in influencing the foreign and local brand purchase.

Keywords

Citation

Srivastava, A., Gupta, N. and Rana, N.P. (2021), "Influence of consumer cosmopolitanism on purchase intention of foreign vs local brands: a developing country perspective", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOEM-01-2021-0057

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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