We investigate the incremental predictive power of three consumer dispositions – xenocentrism, cosmopolitanism and ethnocentrism – on domestic and foreign product purchase intentions, after taking the impact of consumer demographics and product category-specific variables into account. Using data from an online survey of 201 Turkish consumers, hierarchical regression analysis reveals that widely used demographic variables (namely, age, gender and education) do not significantly influence consumer intentions to buy either domestic or foreign clothing products. Of the consumer dispositions, xenocentrism exerts a significant negative effect on domestic product purchase intentions, cosmopolitanism has a positive effect on foreign product purchase intentions, while ethnocentrism shows no effect on either domestic or foreign product purchase intentions. Implications of the findings are considered and future research directions identified.

Drawing both on international marketing literature (Steenkamp, Batra, & Alden, 2003) and value/risk research (Sweeny & Soutar, 2001; Mitchell, 1999), the current study investigates (1) how consumers’ perceptions of brand globalness/localness (PBG/PBL) influence their assessment of different dimensions of perceived value as well as the risk associated with making a purchase decision; and (2) how these value and risk assessments mediate the relationships between PBG/PBL and brand purchase intentions. We apply signaling theory (Kirmani & Rao, 2000) to relate PBG and PBL to consumers’ perceptions of risk as well as their perceptions of functional, emotional and social value. For empirical verification of the hypothesized relationships, we use comparable samples from two European countries that vary substantially in terms of economic development (Slovenia and Bosnia & Herzegovina). Results show that only emotional value serves as a consistent mediator of PBG and PBL on purchase intentions in both countries, whereas no mediating role could be identified for perceived risk. In terms of managerial implications, our findings reveal the importance of emphasizing the emotional value of a brand, which serves as a stable facilitator through which PBG/PBL influence consumers’ purchase intentions across the distinct market settings.

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.