Global Brands and Consumer Ethnocentrism of Indonesian Youth Consumers

2013 ◽  
Author(s):  
Hammam Haris Tasurru ◽  
Imam Salehudin
Keyword(s):  
Consumer Ethnocentrism ◽  
Global Brands

scholarly journals Segmentation of Young Adult Consumers in China: A Global-local Cultural Identity Perspective

2019 ◽  
Vol 11 (1) ◽  
pp. 30 ◽  
Author(s):  
Chunling Yu ◽  
Lily C. Dong
Keyword(s):  
Cluster Analysis ◽  
Young Adult ◽  
Cultural Identity ◽  
Identity Theory ◽  
Global Citizenship ◽  
Cultural Beliefs ◽  
Local Identity ◽  
Consumer Ethnocentrism ◽  
Global Brands ◽  
Cultural Positioning

This study explores the segmentation of young adult consumers in the growing market of China by adopting the cultural identity theory about global-local identity beliefs (global citizenship through global brands, nationalism, and consumer ethnocentrism). We use cluster analysis to outline individuals on their integration of three cultural beliefs. Then we examine each cluster for their attitude toward advertisements of global brands with global consumer cultural positioning (GCCP) and local consumer cultural positioning (LCCP). We identified four segments: the glocal citizen (37%), the explorer (26%), the extremely nationalist (19%) and the global-viewed adaptor (18%). All four segments demonstrate different attitudes to GCCP and LCCP advertisements and different purchasing intentions on global brands using GCCP and LCCP strategies.

Disasters, hope and globalization: exploring self-identification with global consumer culture in Japan

2019 ◽  
Vol 36 (5) ◽  
pp. 726-747 ◽  
Author(s):  
Shintaro Okazaki ◽  
Charles R. Taylor ◽  
Patrick Vargas ◽  
Jörg Henseler
Keyword(s):  
Consumer Culture ◽  
Purchase Intention ◽  
International Marketing ◽  
Mortality Salience ◽  
Traumatic Events ◽  
Equation Modeling ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
Global Brands ◽  
Global Brand

Purpose An unconscious concern regarding one’s inevitable death, known as mortality salience, may affect consumers’ brand choices in the aftermath of disastrous events, such as earthquakes. The purpose of this paper is to examine the role of self-identification with global consumer culture (IDGCC) in global brand purchase intention in response to disasters that heighten mortality salience. The roles of materialism, consumer ethnocentrism, cosmopolitanism and hope in this this process are also explored. Design/methodology/approach An online experiment was conducted with a large sample of Japanese consumers. Japan was selected because it had recently suffered from a series of devastating earthquakes. Participants’ mortality salience was primed with an earthquake scenario. All measures were adapted from prior research. The authors used structural equation modeling to test the hypotheses and validate the model. Findings The results reveal that IDGCC is a direct predictor of global brand purchase intention when mortality salience is high. It appears that identifying with global consumer culture and buying global brands enhances self-esteem and reduces anxiety for those with high IDGCC. As predicted, materialism and cosmopolitanism positively influence IDGCC, whereas consumer ethnocentrism does not impede IDGCC. Hope directly and positively affects global brand purchase intention. Research limitations/implications Some consumers who experience traumatic events may resist mortality salience and experience a heightened sense of global citizenship. Meanwhile, those with lower IDGCC may revert to in-group favoritism, whereas those with higher IDGCC tend to purchase global brands. Using a scenario to simulate the mental state evoked by a disaster limits generalizability. Practical implications The findings illuminate how firms should modify their international marketing strategies in the face of traumatic global events when targeting consumers with high vs low IDGCC in terms of framing messages about global brands. Additionally, using global brands that emphasize an optimistic outlook may help global marketers capture attention from consumers high in IDGCC. Originality/value This study is one of the first to address traumatic events and hope, relating these concepts to IDGCC and global brand purchase intention in an international marketing context.

scholarly journals Spatial Distance Construal Perspectives on Cause-Related Marketing: The Importance of Nationalism in Russia

2019 ◽  
Vol 27 (1) ◽  
pp. 38-55 ◽  
Author(s):  
Yuliya Strizhakova ◽  
Robin A. Coulter
Keyword(s):  
Global Citizenship ◽  
Consumer Attitudes ◽  
Spatial Distance ◽  
Spatial Proximity ◽  
Domestic Firm ◽  
Global Identity ◽  
Consumer Ethnocentrism ◽  
Domestic Firms ◽  
Global Brands ◽  
Cause Related Marketing

Consumers around the globe expect firms to contribute to environmentally and socially responsible causes. Using construal level theory with a spatial distance lens, we examine effects of spatial proximity of the firm (domestic firm vs. foreign multinational corporation [MNC]), cause (domestic vs. global), and consumer cultural identity (locally oriented: nationalism and consumer ethnocentrism; distantly oriented: global identity and global citizenship through global brands) on consumer attitudes toward the firm. Across three studies with a focus on Russia and environmental causes, we consistently find that nationalism moderates consumer attitudes, whereas consumer ethnocentrism, global identity, and global citizenship through global brands do not. When firms engage in cause-related marketing and focus on proximal causes, nationalistic consumers are more favorable toward domestic firms (vs. foreign MNCs). When firms are not engaged in cause-related marketing, consumers with stronger nationalism are more favorable toward domestic firms, and consumers with weaker nationalism are more favorable toward foreign MNCs. Importantly, the effects of nationalism are mitigated when foreign MNCs and domestic firms engage with global causes. Product involvement, environmental concerns, and marketplace skepticism are predictors of attitudes toward the firm. The results highlight the importance of considering the socio-historical-political context of a given country and locally oriented nationalistic beliefs.

scholarly journals Local vs. Global Brands: Country-of-Origin’s Effect on Consumer-based Brand Equity among Status-Seekers

2015 ◽  
Vol 7 (3(J)) ◽  
pp. 6-13 ◽  
Author(s):  
Sheng Yang CHIU
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Country Of Origin ◽  
Perceived Quality ◽  
Consumer Ethnocentrism ◽  
Global Brands ◽  
Global Branding ◽  
Brand Association ◽  
Branding Strategies ◽  
Status Seeking

This paper examines the local and global automotive brands in conjunction with country-oforigin effect on consumer-based brand equity. Consumer’s level of status-seeking motivation is considered when analysing the effect of brand’s country-of-origin on consumer-based brand equity. Study conducted on 181 respondents showed that consumers generally prefer Asian than European automotive brands. Asian brands also ranked highest in perceived quality and brand loyalty, followed by European brands and local brands. The main difference of high and low status-seeking consumers is found in brand association, perceived quality, and brand loyalty of local brands. Low status-seeking consumers tend to rate brand association, perceived quality, and brand loyalty of local brands higher than high statusseeking consumers. This paper exhibits that the theory of consumer ethnocentrism and global branding strategies are not mutually exclusive.

Sign in / Sign up

Export Citation Format

Share Document