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Article
Publication date: 15 November 2011

Kivilcim Dogerlioglu‐Demir and Patriya Tansuhaj

Market researchers often treat Asian consumers as a single entity and compare them with their Western counterparts. The purpose of this paper is to compare and contrast…

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3322

Abstract

Purpose

Market researchers often treat Asian consumers as a single entity and compare them with their Western counterparts. The purpose of this paper is to compare and contrast consumers in two Asian countries, Thailand and Turkey. Since global and local brands co‐exist in many regions of the world today, this study, by examining two Asian cultures, examines the impact of personality traits and values on individuals' intentions to purchase global versus local brands. The authors also investigate the role of priming (local versus global cues) in the relationship between these individual traits and purchase intentions.

Design/methodology/approach

The study involves a series of pretests and an experiment conducted among 240 participants from Thailand and 142 participants from Turkey. Though exploratory in nature, content analysis also suggests interesting avenues for future research.

Findings

The findings suggest that although both societies are perceived as traditional and collective, consumers from both Thai and Turkish cultures exhibit some striking differences. There were differences in the ways in which individual traits and values impacted global vs local brand purchase intentions. For instance, while it was discovered that traditionalism and susceptibility were important among Thai individuals, ethnocentrism and materialism were at similar levels in both samples. Traditionalism had an important effect on intentions to purchase local brands in Thailand, while it did not have a very meaningful impact among Turks. Similarly, in Thailand, susceptibility affected global brand purchase intentions. However, a similar pattern was not seen among Turks.

Originality/value

The research is valuable in understanding that two seemingly similar Asian cultures (Thailand and Turkey) are – in effect – dissimilar on key variables such as traditionalism and ethnocentrism and that impacts how these two cultures perceive global and local brands. As marketers aim to satisfy consumer's needs by offering goods and services, it is extremely important to understand consumers' evaluations of these brands and how these perceptions are formed in the first place. Such an understanding will help marketers in their positioning strategies as well as marketing communications design.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 23 no. 5
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 3 May 2019

Shintaro Okazaki, Charles R. Taylor, Patrick Vargas and Jörg Henseler

An unconscious concern regarding one’s inevitable death, known as mortality salience, may affect consumers’ brand choices in the aftermath of disastrous events, such as…

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1119

Abstract

Purpose

An unconscious concern regarding one’s inevitable death, known as mortality salience, may affect consumers’ brand choices in the aftermath of disastrous events, such as earthquakes. The purpose of this paper is to examine the role of self-identification with global consumer culture (IDGCC) in global brand purchase intention in response to disasters that heighten mortality salience. The roles of materialism, consumer ethnocentrism, cosmopolitanism and hope in this this process are also explored.

Design/methodology/approach

An online experiment was conducted with a large sample of Japanese consumers. Japan was selected because it had recently suffered from a series of devastating earthquakes. Participants’ mortality salience was primed with an earthquake scenario. All measures were adapted from prior research. The authors used structural equation modeling to test the hypotheses and validate the model.

Findings

The results reveal that IDGCC is a direct predictor of global brand purchase intention when mortality salience is high. It appears that identifying with global consumer culture and buying global brands enhances self-esteem and reduces anxiety for those with high IDGCC. As predicted, materialism and cosmopolitanism positively influence IDGCC, whereas consumer ethnocentrism does not impede IDGCC. Hope directly and positively affects global brand purchase intention.

Research limitations/implications

Some consumers who experience traumatic events may resist mortality salience and experience a heightened sense of global citizenship. Meanwhile, those with lower IDGCC may revert to in-group favoritism, whereas those with higher IDGCC tend to purchase global brands. Using a scenario to simulate the mental state evoked by a disaster limits generalizability.

Practical implications

The findings illuminate how firms should modify their international marketing strategies in the face of traumatic global events when targeting consumers with high vs low IDGCC in terms of framing messages about global brands. Additionally, using global brands that emphasize an optimistic outlook may help global marketers capture attention from consumers high in IDGCC.

Originality/value

This study is one of the first to address traumatic events and hope, relating these concepts to IDGCC and global brand purchase intention in an international marketing context.

Details

International Marketing Review, vol. 36 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 June 2004

Rama K. Jayanti, Mary K. McManamon and Thomas W. Whipple

Memory impairments in the elderly have been widely studied in the past. This study focuses on the effects of these memory impairments on the ability of mature consumers to…

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6524

Abstract

Memory impairments in the elderly have been widely studied in the past. This study focuses on the effects of these memory impairments on the ability of mature consumers to respond to brand attitude scales. An experimental study investigates the impact of age and type of measurement scale on responses to brand attitude scales. Groups of seniors within the elderly market (55‐65, 66‐75, and over 75) are investigated as opposed to contrasting two extreme points on the continuum, namely the elderly versus the young. Three commonly used attitude scales were manipulated to determine how age interacts with the form of scale to generate response bias. Three types of response bias; extremity response, acquiescence, and item non‐response were investigated. Results indicate a significant interaction between age and type of scale. Implications of these results for those involved in marketing to seniors are highlighted.

Details

Journal of Consumer Marketing, vol. 21 no. 4
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 9 May 2008

Hye‐Jung Park, Nancy J. Rabolt and Kyung Sook Jeon

Since South Korea has widened its market doors to global trade, demand has been continuously on the rise for foreign luxury brands, especially from young South Korean…

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15627

Abstract

Purpose

Since South Korea has widened its market doors to global trade, demand has been continuously on the rise for foreign luxury brands, especially from young South Korean consumers. This study aims to identify the determinants of young South Korean consumers' purchasing intentions toward foreign luxury fashion brands and their relative importance.

Design/methodology/approach

The data used in this study were gathered by surveying university students in Seoul, South Korea using convenience sampling, and 319 questionnaires were used in the statistical analysis. In analyzing data, factor analysis, correlation, and regression were conducted.

Findings

The results showed that all determinants, except for vanity, were significantly related to the purchasing of foreign luxury fashion brands. Regarding their relative importance, purchasing frequency was the most influential factor followed by conformity, age, consumer ethnocentrism, social recognition, and pocket money, in that order.

Originality/value

For the luxury brand marketers, practical implications of why young South Korean consumers have increasing demands for foreign luxury brands, the potential market growth, consumer profiles, and marketing strategies were discussed.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 12 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 8 April 2014

Warat Winit, Gary Gregory, Mark Cleveland and Peeter Verlegh

The purpose of this paper is to re-conceptualize the distinction between global and local brands, providing a more comprehensive framework, which considers both…

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11248

Abstract

Purpose

The purpose of this paper is to re-conceptualize the distinction between global and local brands, providing a more comprehensive framework, which considers both geographical distribution and ownership. It examines main and interactive effects of consumers’ perceptions of these factors, and studies how ethnocentrism (CET) and price affect brand evaluations, considering a range of price difference thresholds.

Design/methodology/approach

A preliminary study (n=243) examined main and interaction effects of brand globalness and ownership on consumers’ brand quality attitudes and purchase intentions in four different product categories. The main study (n=558) further explored brand ownership effects by examining the interaction of CET and price differences.

Findings

The preliminary study confirmed the distinctiveness of brand globalness and ownership. Consumers evaluated global (vs non-global) brands more positively, regardless of brand ownership (local vs foreign). The main study found that effects of price and CET varied considerably across product categories.

Research limitations/implications

Limitations include the use of student samples from a single country (Thailand), and of scenarios instead of real life purchase decisions.

Practical implications

The findings suggest that perceived brand globalness positively impacts brand evaluations. Companies may cultivate a global brand image by emphasizing global cues. Local origin allows (global) brands to command a price premium, although this varies across product categories. An emphasis on globalness seems valuable, especially for local brands.

Originality/value

This research offers a refined conceptualization of brand globalness, a key construct in international marketing. Additional value is provided by studying price effects, which have received limited attention in international marketing, and substantial data collection (total N>800) in an understudied yet important economy (Thailand).

Details

International Marketing Review, vol. 31 no. 2
Type: Research Article
ISSN: 0265-1335

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Book part
Publication date: 24 October 2015

Nayyer Naseem, Swati Verma and Attila Yaprak

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions

Abstract

Purpose

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of global, local, and hybrid brands. This is a topic that is becoming increasingly important as the world moves toward global economic interdependence and increasingly more firms expand abroad.

Methodology/findings

As the paper is in its conceptual/modeling phase, its research design is not yet complete, nor does it offer any findings. Resting our work on attitude and identity theories, we derive hypotheses about the potential influence of consumer behavior constructs, that is, the levels of the consumer’s global consumption orientation, globalization attitude, consumer ethnocentrism, and consumer cosmopolitanism on global brand attitude and its influence on willingness to purchase global versus nonglobal brands. We also derive hypotheses about influences that might moderate this relationship; specifically the consumer’s affinity with the home country of the particular brand, and the perceived value embedded in the brand.

Research/practical/social implications

Our work will contribute to the expanding literature on global consumer culture and consumption patterns and will thus provide valuable insights for international marketing managers and for social policy.

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.

Details

International Marketing in the Fast Changing World
Type: Book
ISBN: 978-1-78560-233-7

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Article
Publication date: 3 August 2021

Chandra Sekhar, Swati Krishna, Ghadeer G. Kayal and Nripendra P. Rana

This study's main objective is to investigate the influence of brand credibility on the intention to purchase organic food. In addition, this research studies the…

Abstract

Purpose

This study's main objective is to investigate the influence of brand credibility on the intention to purchase organic food. In addition, this research studies the moderating role of customer ethnocentricity as well as the mediating role of customer value.

Design/methodology/approach

To explore correlations between brand credibility and purchase intentions, cross-sectional data were collected from 433 Indian consumers. The data were analysed by structural equation modelling.

Findings

The findings indicate that brand credibility is positively related to purchasing intention. The association between brand credibility and purchasing intentions is partially mediated by customer value. Customer ethnocentrism was also shown to have a negative moderation effect. Healthiness, high quality and sensory properties (i.e. natural taste) were found to be some of the most significant organic food characteristics, according to Indian consumers.

Research limitations/implications

The research is confined to India's geographical area, specifically the National Capital Regions.

Practical implications

To increase the purchase frequency of local or global branded organic food, businesses can include rational features in their marketing method such as the health benefits compared to the conventional product, a better emphasis on environmental safety and the social advantages of organic food.

Originality/value

This study develops an integrative model, including brand credibility (PBG & PBL), to predict organic food purchase intentions. This is an important contribution as, according to the results of the literature review, no previous studies have analysed these relationships.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 4 February 2020

Ankur Srivastava, Dipanjan Kumar Dey and Balaji M.S.

The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It…

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1110

Abstract

Purpose

The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived globalness, perceived local iconness and perceived authenticity.

Design/methodology/approach

A structured questionnaire was used for data collection. Systematic random sampling using the mall intercept technique was used to collect cross-sectional data from 836 customers in India. Hypotheses were tested by using structural equation modeling with AMOS 21.

Findings

The results demonstrate the significance of brand credibility on purchase intentions. Furthermore, brand globalness differentially influence brand credibility for global and domestic brands.

Research limitations/implications

The findings provide key insights for marketers regarding consumer evaluation of global brands and domestic brands in emerging markets.

Originality/value

This study contributes to the literature by proposing and testing the key role of brand credibility in consumer choice of global brands versus domestic brands in an emerging market context.

Details

Journal of Product & Brand Management, vol. 29 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Content available
Article
Publication date: 25 October 2019

Miguel Ángel Lopez-Lomelí, Joan Llonch-Andreu and Josep Rialp-Criado

This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and…

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5903

Abstract

Purpose

This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual.

Design/methodology/approach

This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed.

Findings

The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand.

Originality/value

This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.

Propósito

El presente trabajo persigue contribuir a la literatura sobre marcas al tratar sobre las marcas locales y las marcas glocales, puesto que éstas han estado menos estudiadas que las marcas globales.

Diseño/metodología/enfoque

Definimos un modelo que relaciona las creencias de marca (la calidad de marca, la imagen de marca, la familiaridad de marca y la marca como señal de valor social), las actitudes de marca y las intenciones de compra de la marca, probamos el modelo con una muestra de diferentes categorías de marcas de consumo (local, global y glocal) y analizamos la influencia del tipo de marca en estas relaciones.

Resultados

Nuestros resultados sugieren que la calidad es el impulsor más importante de la actitud hacia la marca, para cualquier tipo de marca, y que la relación entre la calidad y la actitud hacia la marca, así como entre la actitud hacia la marca y la intención de compra es más débil para una marca glocal que para una local o global.

Originalidad/valor

La investigación proporciona nuevas evidencias empíricas en relación a la influencia del tipo de marca (local, global o glocal) en las asociaciones de marca y en la configuración de las actitudes hacia dichas marcas y en su intención de compra. Nuestro trabajo es de interés también para los directivos de marketing ya que les puede permitir desarrollar mejores estrategias de posicionamiento para marcas locales, globales o glocales.

Palabras claves

Marca global, Marca local, Marca glocal, Teoría de las señales, Actitud hacia la marca, Intención de compra

Tipo de artículo

Trabajo de investigación

Details

Spanish Journal of Marketing - ESIC, vol. 23 no. 3
Type: Research Article
ISSN: 2444-9709

Keywords

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