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Global Brand Attitude, Perceived Value, Consumer Affinity, and Purchase Intentions: A Multidimensional View of Consumer Behavior and Global Brands

International Marketing in the Fast Changing World

ISBN: 978-1-78560-233-7, eISBN: 978-1-78560-232-0

ISSN: 1474-7979

Publication date: 24 October 2015

Abstract

Originality/value

Our work will examine the joint influences of several consumer behavior constructs on brand purchase behavior, in addition to the independent influences of these constructs. It will also explore the possible mediating influence of global brand attitude on purchase intentions and moderating effects, if any, of perceived value and consumer affinity on consumers’ choices of global over local and hybrid brands.

Keywords

Citation

Naseem, N., Verma, S. and Yaprak, A. (2015), "Global Brand Attitude, Perceived Value, Consumer Affinity, and Purchase Intentions: A Multidimensional View of Consumer Behavior and Global Brands", International Marketing in the Fast Changing World (Advances in International Marketing, Vol. 26), Emerald Group Publishing Limited, Bingley, pp. 255-288. https://doi.org/10.1108/S1474-797920150000026012

Publisher

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Emerald Group Publishing Limited

Copyright © 2015 Emerald Group Publishing Limited