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1 – 10 of over 18000Kivilcim 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 consumers…
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.
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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…
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.
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Chinese consumers' brand preferences are shifting from foreign sportswear brands to domestic ones. This indicates an increasingly strong relationship between Chinese consumers and…
Abstract
Purpose
Chinese consumers' brand preferences are shifting from foreign sportswear brands to domestic ones. This indicates an increasingly strong relationship between Chinese consumers and domestic sportswear brands. The purpose of this study is to explore the spillover effect of Chinese domestic sportswear brands’ relationship quality to uncover the psychological mechanisms driving this preference shift.
Design/methodology/approach
The study used a brand relationship quality scale based on Chinese Confucian yuanfen culture, considering it as a second-order reflective-formative construct. The survey generated 326 valid responses online. Due to the presence of second-order reflective-formative construct in the variables, SmartPLS 4.0 was used for hypothesis testing.
Findings
Interaction belief, intimate interaction and happiness as formative dimensions of Confucian yuanfen brand relationship quality are validated, while emotional expression and tolerance are not. The Confucian yuanfen brand relationship quality has a spillover effect on product origin image and domestic sportswear brand preference. Product origin image has a mediating role between Confucian yuanfen brand relationship quality and domestic sportswear brand preference. However, consumer xenocentrism does not moderate the spillover effect of Confucian yuanfen brand relationship quality on domestic sportswear brand preference.
Originality/value
This study tests brand relationship quality from Confucian yuanfen perspective as a second-order reflective-formative construct. It contributes to understanding how Chinese consumers perceive their relationships with domestic sportswear brands. The results advance the current body of knowledge on brand relationship quality and spillover effect in sports marketing, indicating that Chinese sportswear brands can explore the possibility of co-opetition to achieve mutual benefits.
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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 respond…
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.
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Todd Drennan, Emilia Rovira Nordman and Aswo Safari
This chapter aims to shed light on the role that a sustainable orientation plays in strengthening the relationships between global consumers and online brands. Despite many…
Abstract
This chapter aims to shed light on the role that a sustainable orientation plays in strengthening the relationships between global consumers and online brands. Despite many previous studies about the importance of sustainability considerations for national consumers’ brand commitments and purchase intentions, there is a lack of empirical studies focussing on this relationship from a global consumer perspective. A pre-study (consisting of focus group discussions) and a widely distributed international survey with responses from 74 countries show mixed results. Whereas the results from the focus groups imply that a sustainable orientation influences both global consumers’ purchase intentions and brand commitments towards online brands, the survey results imply that global consumers’ sustainable orientations do not affect purchase intentions directly, even though they influence brand commitments. An implication of these results is that an international online brand’s possibility to portray a sustainable orientation plays an important role in strengthening the relationship with global consumers, especially regarding brand commitment.
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This study investigates the underlying mechanism through which perceived local iconness increases customers’ purchase intentions for culturally mixed products.
Abstract
Purpose
This study investigates the underlying mechanism through which perceived local iconness increases customers’ purchase intentions for culturally mixed products.
Design/methodology/approach
It utilizes an online survey with purposive sampling to gather data. Structural equation modeling is applied to examine data gathered from 471 Chinese customers.
Findings
Consumers’ perceived local iconness of culturally mixed products positively influences their purchase intentions, and this connection is mediated by perceptions of quality, social and emotional values.
Practical implications
Incorporating Chinese cultural elements that can evoke local iconness perceptions among Chinese consumers is necessary for global brands. Moreover, when creating or promoting culturally mixed products, global brands should carefully consider consumers’ perceived quality, social and emotional values.
Originality/value
Drawing on the signaling theory, this study advances knowledge on how local iconness increases the value of and customers’ desire to purchase culturally mixed products. It provides practical suggestions on how global brands can succeed when launching culturally mixed products in emerging markets.
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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…
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.
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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 consumers…
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.
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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 geographical…
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).
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Marzanna Katarzyna Witek-Hajduk and Anna Grudecka
This study aims to investigate how brand name (home-emerging-country vs foreign-developed-country brand name) applied by emerging market company in conjunction with revealing the…
Abstract
Purpose
This study aims to investigate how brand name (home-emerging-country vs foreign-developed-country brand name) applied by emerging market company in conjunction with revealing the actual country-of-brand-origin (COBO) (revealed vs non-revealed origin from developed vs emerging country) affects purchase intensions of durable goods.
Design/methodology/approach
An experimental conjoint analysis and multilevel linear models were applied.
Findings
Results demonstrate that brand name differentiates consumers’ purchase intentions. However, not every foreign-developed-country brand name may lead to the increase of purchase intentions. Revealing the actual emerging market’s COBO for brands with developed-country brand name may lead to lowering purchase intentions. Moreover, consumer ethnocentrism and materialism moderate the relationship between the brand type in terms of brand name and purchase intentions.
Originality/value
This study contributes to the international marketing literature by simultaneous examination of the impact of brand name type and revealing actual COBO on purchase intentions and the moderating effects of ethnocentrism and materialism, in emerging markets’ context. It also offers novel insights for brand managers regarding the influence of emerging markets’ companies branding strategies on consumer purchase intentions.
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