Search results

This study proposes marketing strategies for global fast-moving consumer good (FMCG) brands to survive and thrive in the turbulent economic environment created by COVID-19. The authors investigate the indirect effects of consumer ethnocentrism (CET) and consumer confidence (CC) on customer equity drivers (CEDs)’ effectiveness in influencing repurchase intention (RI) for global FMCG brands.

This study uses the mall-intercept technique. Respondents were randomly approached at popular retail and shopping destinations in Athens, Greece, and 228 customer participants completed the survey.

CET and CC weaken the positive relationship between certain CEDs and RI of FMCG brands. Particularly, the effects of relationship equity (RE) and value equity (VE) on strengthening repeated purchases are higher for low-confidence or low-ethnocentric consumers. Thus, marketing strategies for enhancing value and creating stronger consumer–brand relationships are more effective in boosting repeated purchases during economic turbulence.

Practitioners and academicians can use the insights obtained from this study to determine how to allocate resources and adopt the most effective marketing strategies in local environments based on consumer preference for domestic or global products and consumer morale and expectations for future financial status.

This research unveils the mechanism behind the moderating effects of CET and CC on the effectiveness of CEDs in global FMCG settings using social identity and system justification theory. Turbulence in international and local markets due to the pandemic has revealed that marketing function needs to redesign strategies and coordinate practices to boost repeat purchases.

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.

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.

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.

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

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.

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.

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.

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.

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

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

Trabajo de investigación

This paper studies how Chinese consumers respond to foreign goods in the post‐WTO era. Specifically, it examines brand sensitivity as a mediator and product cues as moderator of purchase intention. Additionally, it examines consumer preferences for different products and consumption plans for the subsequent five years. The survey sample is drawn from a population of foreign product users from 34 cities in 18 provinces in China. Results provide evidence that brand sensitivity mediates the relationship between consumer ethnocentrism and purchase intention; product cues moderate the effect of ethnocentrism on purchase intention. As the first study to link consumer ethnocentrism directly to brand sensitivity and purchase intention, this research provides some managerial implications. Global marketers can offset the negative effect of ethnocentrism by emphasizing brand image of its products, taking advantage of specific product cues, or by providing more comprehensive after‐sale service to reduce the perceived risk of purchasing imports. Also, price is still a hurdle that prevents Chinese consumers from mass consumption of foreign products. Global firms should not overestimate the purchasing power of Chinese consumers. This study represents a “snapshot” of Chinese consumers’ decision making at a time when their economic system is undergoing rapid change.

The purpose of this paper is to investigate Generation Y consumers’ symbolic consumption on brand attitude and purchase intention toward global brands.

A conceptual model has been developed to illustrate the proposed relationships among the related variables. Data from a total of 300 usable surveys were collected from Thai Generation Y consumers. The proposed hypotheses were tested using structural equation modeling analyses.

The study found that Generation Y consumers’ symbolic consumption has a significant and positive effect on brand attitude and purchase intention.

Time and resources limitation did not allow to study the larger sample. Future research should include more product categories and more global brands. Sample can be extended to consumers in ASEAN countries to provide more comprehensive insights into consumer perceptions and brand behaviors toward global brands.

The findings suggest that symbolic consumption is a key motivation to increase purchase intention when developing marketing strategies for the Generation Y consumer.

This study has contributions to symbolic consumption and Generation Y literature combining several important dimensions into a structural model, and examines the relationships among these dimensions.

This study aims to examine the role of face consciousness, materialism and risk of embarrassment in determining consumer purchase intention toward counterfeit luxury brand. In addition, the authors explore boundary conditions of these relationships.

Study 1, a survey research (N = 321), examines the mediating role of risk of embarrassment between face consciousness on the purchase intention toward luxury counterfeits. Study 2 (N = 345), an experimental study, examines the moderating role of brand prominence of counterfeit (i.e. whether it contains prominent brand signals). Study 3 (N = 315) explores how the above-mentioned relationships are moderated by consumers’ moral rationalization (i.e. whether consumers seek rationalization when behaving unethically).

First, this research shows that risk of embarrassment mediates the negative relationship between face consciousness and Chinese consumers’ purchase intention toward luxury counterfeits, whereas this relationship was not found between materialism and counterfeit purchase intentions. Second, this negative mediating effect holds only when the counterfeit brand is highly prominent. Third, the mediating effect depends on consumers’ moral rationalization, with a positive impact on the purchase intention toward luxury counterfeits, regardless of brand prominence.

This study represents a preliminary inquiry into the dynamics between face consciousness and materialism in influencing Chinese consumers’ purchase intention toward counterfeit luxury products. Unlike their Western counterparts, whose materialistic views of possessions predict their counterfeit luxury consumption (Davidson et al., 2019), Chinese consumers are more likely to be driven by the social implications of counterfeit luxury to communicate a prestigious social image to others on account of genuine luxuries’ high social recognition.

While Chinese consumers are one of the most potent global luxury buyers, they are immersed in the world’s biggest counterfeit luxury market. By digging into the core value of Chinese consumers (i.e. face consciousness), this research provides a number of managerial implications for luxury goods companies to engage in international efforts to educate consumers against counterfeit luxury.

This study makes at least three contributions to the counterfeit consumption literature. First, this study represents a preliminary inquiry into the dynamics between face consciousness and materialism in influencing Chinese consumers’ purchase intention toward counterfeit luxury products. Second, this research identified the complex mechanism of face consciousness as an independent variable on consumers’ purchase intention toward luxury counterfeits. Finally, the authors examined the boundary conditions of brand prominence and consumers’ moral rationalization. The findings may help luxury brand managers identify strategies to discourage counterfeit consumption.

This study aims to focus on an interplay of brand stereotypes (Brands as Intentional Agents Framework [BIAF]) with an aspect of culture and its impact on behavioral intentions in an individualist culture (Norway) and a collectivist culture (Thailand).

This study incorporates a survey conducted in two cultures (Norway: N = 177 and Thailand: N = 288).

In both cultures, competence had a stronger effect on purchase intentions toward a brand than warmth. There was a stronger effect on brand purchase intentions of competence found for an individualist versus a collectivist culture, and we found a stronger effect of warmth on purchase intentions in a collectivist versus an individualist culture. The direct joint effect of warmth and competence on purchase intentions was brand-specific in Norway. Admiration mediated this joint effect in the collectivist but not in the individualist culture.

This study’s results point to cross-cultural variability of some of the effects of brand perceptions on behavioral intentions.

These findings suggest that international brand managers should consider both the cultural universality and the cultural variability of BIAF.

Despite extensive research on BIAF, studies on brand perceptions from the cross-cultural perspective are few. This investigation sheds some light on the differential effects of the framework across a collectivist and an individualist culture.

To discover whether there are market segments for the fashion industry that cut across countries and respond differently to advertising messages.

A survey was administered to Korean, European, and US female consumers. Cluster analysis is used in an attempt to identify lifestyle segments that cut across cultures.

Four cross‐national market segments are identified. These segments can be labeled as follows: “information seekers,” “sensation seekers,” “utilitarian consumers,” and “conspicuous consumers.” Findings also reveal that fashion lifestyle segment had a stronger effect on the reaction to a set of three ads for a major global fashion company (one each from the French, Korean, and US editions of Vogue magazine) than did consumer nationality.

Findings suggest that it is viable and perhaps desirable for global marketers in the fashion industry to target cross‐national market segments as opposed to developing individual segmentation schemes for each country.

Relatively few studies examining the viability of cross‐national segmentation have been studies. The study provides insight on building global brand equity and suggests standardized advertising is appropriate for some fashion marketers.