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- Publisher
- Emerald Publishing
- Copyright
- © Emerald Publishing Limited
- ISSN
- 1061-0421
- eISSN
- 1061-0421
- DOI
- 10.1108/jpbm-02-2022-3868
- Publisher site
- See Article on Publisher Site
Abstract
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/approachThe 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.FindingsThe 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/valueThis 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.
Journal
Journal of Product & Brand Management – Emerald Publishing
Published: Apr 3, 2023
Keywords: Purchase intention; Consumer behavior; International marketing; Consumer–brand identification; PBG/PBL; Underdog brand positioning