Safeer Asif Ali, Zhou Yewang, Abrar Muhammad, Luo Fang
Business School, Huanggang Normal University, Huanggang, China.
Lyallpur Business School, Government College University Faisalabad, Faisalabad, Pakistan.
Front Psychol. 2022 Jul 11;13:919020. doi: 10.3389/fpsyg.2022.919020. eCollection 2022.
The globalization of markets and consumer behavior has changed dramatically in recent years. Similarly, global and local brands are facing many challenges in emerging markets. Thus, in this backdrop, this research is intended to examine the impact of consumer perceptions of brand localness and globalness on brand attitude in order to predict consumer behavioral intentions (purchase intention, price premium, and word of mouth) in cross-cultural emerging markets (China and Pakistan). Additionally, this research considered the moderating effects of consumer ethnocentrism and brand familiarity as a control variable. This study used an online survey to examine 1,562 responses from Chinese ( = 768) and Pakistani ( = 794) consumers regarding local and global brands. The proposed hypotheses were analyzed by using the partial least square-structural equation modeling method. The findings indicated that the consumer perceptions of brand localness and brand globalness had a substantial impact on brand attitude, which in turn favorably influenced consumer behavioral intentions in China and Pakistan. The brand attitude was a crucial mediator in both markets but was more critical in China than Pakistan. The interaction moderating effects of consumer ethnocentrism and consumer perceptions of brand localness positively influenced brand attitude in China, whereas consumer ethnocentrism and consumer perceptions of brand globalness negatively influenced brand attitude in Pakistan. Interestingly, brand familiarity was discovered a substantial control variable in both markets, except for purchase intention in Pakistan. This research contributed to Fishbein's attitude theory and social identity theory. This research offers important recommendations to local and global marketers and brand managers in formulating and employing several positioning, market segmentation, and targeting strategies that may assist them in competing effectively in emerging markets.
近年来，市场全球化和消费者行为发生了巨大变化。同样，全球品牌和本土品牌在新兴市场正面临诸多挑战。因此，在这一背景下，本研究旨在考察消费者对品牌本土性和全球性的认知对品牌态度的影响，以便预测跨文化新兴市场（中国和巴基斯坦）中的消费者行为意图（购买意图、价格溢价和口碑）。此外，本研究将消费者民族中心主义的调节作用以及品牌熟悉度作为控制变量进行了考量。本研究通过在线调查收集了来自中国消费者（768人）和巴基斯坦消费者（794人）对本土和全球品牌的1562份回复。所提出的假设通过偏最小二乘结构方程建模方法进行分析。研究结果表明，消费者对品牌本土性和全球性的认知对品牌态度有重大影响，进而对中国和巴基斯坦的消费者行为意图产生积极影响。品牌态度在两个市场中都是关键的中介变量，但在中国比在巴基斯坦更为关键。消费者民族中心主义与消费者对品牌本土性的认知之间的交互调节作用对中国的品牌态度产生积极影响，而消费者民族中心主义与消费者对品牌全球性的认知对巴基斯坦的品牌态度产生消极影响。有趣的是，除了在巴基斯坦的购买意图外，品牌熟悉度在两个市场中都是一个重要的控制变量。本研究对菲什拜因态度理论和社会认同理论有所贡献。本研究为本土和全球营销人员及品牌经理在制定和采用多种定位、市场细分及目标策略方面提供了重要建议，这些策略可能有助于他们在新兴市场中有效竞争。
