KOREASCHOLAR

THE VALUE OF CONSUMER DISPOSITIONS AS MODERATORSIN GLOBAL BRANDING RESEARCH

Timo Mandler, Fabian Bartsch
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315076
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.924-939
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper assesses the moderating role of consumer dispositions for global branding research. We introduce a mediation model studying the effects of perceived brand globalness (PBG) on brand-related responses, followed by several moderated mediation analyses. Our findings yield surprisingly sparse evidence for the moderating role of well-established consumer dispositions.

Keyword
perceived brand globalness (PBG)brand-related responsesconsumer dispositionglobalbranding
Author
  • Timo Mandler(University of Hamburg, Germany)
  • Fabian Bartsch(University of Vienna, Austria)