Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework
Abstract
The authors build a model of global brand attitude and purchase likelihood with a nomological net comprised of constructs derived from three theoretical streams in consumer behavior: consumer culture theory, signaling theory, and the associative network memory model. By integrating these diverse theories, the authors provide a conceptual framework, explaining the processes leading to consumers’ attitudes toward and likelihood of purchasing global brands. Global brand authenticity, cultural capital, and perceived brand globalness are constructs based mainly on consumer culture theory, and global brand credibility is borrowed from signaling theory. Global brand quality, social responsibility, prestige, and relative price are included as brand associations, deriving mainly from the associative network memory model. These constructs have direct and indirect effects on global brand attitude and global brand purchase likelihood, reflecting the three-dimensional belief–attitude–behavior model in consumer behavior. The authors also introduce self-construal and cosmopolitanism as two pertinent moderators of some of the model paths.
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Managing a global brand in diverse cultural contexts: the case of LG E...
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The young adult cohort in emerging markets: Assessing their glocal cul...
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Why consumers do (not) like global brands: The role of globalization a...
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A global brand management roadmap
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Transferring Corporate Brand Image to Local Markets: Governance Decisi...
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Linking CSR strategy and brand image...
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Branding in a global marketplace: The mediating effects of quality and...
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Perceived brand globalness in emerging markets and the moderating role...
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Reciprocal transfer effects for brand extensions of global or local or...
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An examination of branding advantage in export ventures
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Internationales Vertriebsmanagement
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Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell ...
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Drivers of Brand Commitment: A Cross-National Investigation
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Non-local or local brands? A multi-level investigation into confidence...
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Consumer receptiveness to international retail market entry
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How Global are Global Brands? An Empirical Brand Equity Analysis
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Signal quality and service quality: a study of local and international...
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From global marketing strategy to global brand management: seeing the ...
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