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The relationship between perceived brand globalness/localness and purchase intention: exploring the role of consumer-brand identification with underdog positioning

Bangwool Han (School of Commerce, Jeonbuk National University, Jeonju, Republic of Korea and School of Business, Law and Entrepreneurship, Swinburne University of Technology, Hawthorn, Australia)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 21 December 2022

91

Abstract

Purpose

This study aims to examine how perceptions of the globalness or localness of a brand affect the purchase intentions of consumers through the building of consumer–brand identification (CBI). This paper also explores the moderating effect of brand positioning (underdog vs top dog) on the relationship between perceived brand globalness or localness (PBG or PBL) and purchase intention.

Design/methodology/approach

The proposed hypotheses were tested in two experimental studies. Data were collected through a set of structured questionnaires and analyzed using PROCESS modelling and analysis of variance.

Findings

The results show that CBI mediates the effect of PBG/PBL on purchase intentions. Moreover, the findings of Study 2 reveal that participants show greater purchase intention for PBL than for PBG in response to underdog positioning. However, in top dog positioning, the difference in purchase intention for PBL compared to PBG is attenuated.

Originality/value

This research investigates how CBI influences purchase intentions of consumers in regards to a brand’s perceived globalness or localness, which adds to the growing body of international branding research. This paper also addresses the effects of interaction between brand localness (globalness) and underdog (top dog) brand positioning on purchase intentions. Finally, this study concludes with a discussion of practical actions that international brand managers can take to enhance the effectiveness of their marketing strategies.

Keywords

Citation

Han, B. (2022), "The relationship between perceived brand globalness/localness and purchase intention: exploring the role of consumer-brand identification with underdog positioning", Journal of Product & Brand Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JPBM-02-2022-3868

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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