PERCEIVED BRAND LOCAL CONNECTEDNESS VERSUS PERCEIVED BRAND GLOBALNESS: THEIR RELATIVE IMPACT ON CONSUMERBRAND IDENTIFICATION AND PURCHASE INTENTIONS PERCEIVED BRAND LOCAL CONNECTEDNESS VERSUS PERCEIVED BRAND GLOBALNESS: THEIR RELATIVE IMPACT ON CONSUMERBRAND IDENTIFICATION AND PURCHASE INTENTIONS

Christina Sichtmann, Adamantios Diamantopoulos

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/315077

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Global Marketing Conference

2016 Global Marketing Conference at Hong Kong (2016.07)
p.940

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Abstract

This research introduces the construct of perceived brand local connectedness (PBLC) that captures the extent to which a (domestic or foreign) brand is associated with and connected to a consumer’s home culture. Together with perceived brand globalness (PBG), PBLC is linked to purchase intention (PINT) through consumer-brand identification (CBI) and perceived brand quality (QUAL). Across two studies in mature and emergent market settings, findings provide evidence that both constructs matter, although PBLC’s effects are relatively stronger than those of PBG. Results further indicate that global identity moderates the effects of PBG on CBI while consumer ethnocentrism (CET) moderates the corresponding effects of PBLC. Implications of the findings for theory and practice are considered.

Keyword

perceived brand local connectedness perceived brand globalness purchase intention consumer-brand identification consumer ethnocentrism perceived brand quality

Author

Christina Sichtmann(University of Vienna, Austria)
Adamantios Diamantopoulos(University of Vienna, Austria)

KOREASCHOLAR

PERCEIVED BRAND LOCAL CONNECTEDNESS VERSUS PERCEIVED BRAND GLOBALNESS: THEIR RELATIVE IMPACT ON CONSUMERBRAND IDENTIFICATION AND PURCHASE INTENTIONS PERCEIVED BRAND LOCAL CONNECTEDNESS VERSUS PERCEIVED BRAND GLOBALNESS: THEIR RELATIVE IMPACT ON CONSUMERBRAND IDENTIFICATION AND PURCHASE INTENTIONS