Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 4 February 2020
Issue publication date: 20 October 2020
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
The results demonstrate the significance of brand credibility on purchase intentions. Furthermore, brand globalness differentially influence brand credibility for global and domestic brands.
Research limitations/implications
The findings provide key insights for marketers regarding consumer evaluation of global brands and domestic brands in emerging markets.
Originality/value
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.
Keywords
Citation
Srivastava, A., Dey, D.K. and M.S., B. (2020), "Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context", Journal of Product & Brand Management, Vol. 29 No. 7, pp. 849-861. https://doi.org/10.1108/JPBM-03-2018-1782
Publisher
:Emerald Publishing Limited
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