Influence of Global Consumption Orientation, Global Identity and Consumer Ethnocentrism on Attitudes Toward Global Brands

2015 ◽  
Vol 19 (2) ◽  
pp. 25 ◽  
Author(s):  
Jong Shik Kim ◽  
Jongseok Lee
Keyword(s):  
Global Identity ◽  
Consumer Ethnocentrism ◽  
Global Brands

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 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 Applying social identity theory to the social media content strategy of a global brand: The role of brand- and user-generated content in global social identification

2021 ◽  
Author(s):  
◽  
Mikayla Meehan
Keyword(s):  
Social Media ◽  
Social Identification ◽  
User Generated Content ◽  
Global Identity ◽  
Identification Process ◽  
Global Brands ◽  
Global Brand ◽  
Content Strategy ◽  
Identity Priming ◽  
Identity Expression

<p>The global marketplace is centred around products and brands that reflect certain identities. Social media can act as vehicles of meaning transfer for social identification between brands and social media users with a global social identity. Recognizing the importance of the psychological and sociological needs that draw social media users to build relationships with global brands, the purpose of this thesis is to explore the relevance of the global social identification process to global social media branding strategy. More specifically, this research considers the role and influence of social group membership dynamics to explore how brand-generated and user-generated content are part of the global social identification process. In that, this research aims to fill the gap where social identity theory has not been applied as a lens through which to understand and evaluate the social media content strategy of a global brand. This gap is important to fill due to the global social media arena’s social-centric nature and transparency in displaying social group memberships. An interpretive paradigm was used for this research, with a qualitative case study approach that consisted of interviews with global social media users/global brand representatives and a content analysis of the focal brands social media pages. The study found that the global social identification process on social media consists of two stages, global identity priming and global identity expression. Global identity priming occurs when the psychological and sociological function of global brands is transferred to brand-generated content through a semiotic meaning transfer process. Global identity expression can occur after, as a result of global identity priming, social media users with a global identity categorize the global brand into their in-group. Once in-group categorization takes place, creation and/or sharing of user-generated content with the global brand can be considered an act of identity expression and validation by those with a global identity. This has implications for a global brand’s social media content strategy, as the findings revealed that brand-generated content featuring certain symbolic global values facilitates the global social identification process on social media. Moreover, the findings revealed that user-generated content created by social media users for global identity expression purposes is of considerable value to global brands. Understanding how the global social identification process transpires on social media can guide global brands to consider how their content strategy can prime global social identification and meet the identity expression needs of those with a global identity. This has implications for content strategy design, social media interactions and ongoing global brand-user relationships.</p>

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.

EXPRESS: The Fresh Start Mindset: A Cross-National Investigation and Implications for Environmentally-Friendly Global Brands

2021 ◽  
pp. 1069031X2110218
Author(s):  
Yuliya Strizhakova ◽  
Robin A. Coulter ◽  
Linda L. Price
Keyword(s):  
Environmentally Friendly ◽  
Personal Beliefs ◽  
Global Identity ◽  
Fresh Start ◽  
Consumer Interest ◽  
Global Brands ◽  
New Beginning ◽  
Travel Abroad ◽  
Product Study ◽  
Cross National

This research situates the fresh start mindset, the consumer belief that people can make a new start, get a new beginning, and chart a new course in life, within the neoliberal global milieu, and examines the fresh start mindset cross-nationally and as a predictor of interest in environmentally-friendly global brands. Theoretically, the authors argue that the fresh start mindset is associated with globally-focused beliefs (global identity and environmental consciousness), globally-relevant psychographic characteristics, and is predictive of consumer interest in environmentally-friendly global brands. Study 1, conducted in countries with varying socio-historical-cultural trajectories (U.S., Mexico, Russia), establishes cross-nationally: 1) a valid fresh start mindset scale, 2) positive relationships between the fresh start mindset and globally-focused beliefs and personal beliefs and traits (growth mindset, optimism, future focus), 3) travel abroad, social media use, and religion predict the fresh start mindset, and 4) the fresh start mindset predicts consumer interest in a global brand’s environmentally-friendly product. Study 2, conducted in the U.S., provides additional evidence that the fresh start mindset predicts consumer interest in environmentally-friendly global brands. Our findings indicate that the fresh start mindset is an important targeting characteristic for managers of environmentally-friendly global brands around the world.

Global identity strategy and its efficacy for Asian brands

2016 ◽  
Vol 28 (5) ◽  
pp. 862-877 ◽  
Author(s):  
C. Min Han
Keyword(s):  
Country Of Origin ◽  
Brand Identity ◽  
Global Identity ◽  
Content Type ◽  
Consumer Responses ◽  
Global Brands ◽  
Global Brand ◽  
Country Of Origin Effects ◽  
Origin Effects ◽  
Practical Implications

Purpose The purpose of this paper is to investigate whether or not the strategy of pursuing a global brand identity by leading Asian firms will produce intended outcomes in consumer responses. For this purpose, the study empirically examines whether global Japanese brands (e.g. Toyota) are perceived as global or Japanese by consumers. Design/methodology/approach Surveys were conducted with Korean consumers for their evaluations of Japanese automobile brands with varying degrees of globalness. As for brands, the study divides Japanese brands into two groups – those with high brand globalness and those with low brand globalness – and to examine if Japanese-origin effects differ between these two groups. Findings In contrast to the hypothesis, global brands were found to be more subject to country-of-origin effects. Research limitations/implications The findings contribute to research on consumer choices and brand globalness by showing country-of-origin effects for global brands. Practical implications The findings suggest that even when Asian firms emphasize the globalness of their brands, they may still need to attend to country-of-origin effects. Originality/value This study examines an unexplored issue of country-of-origin effects for global brands.

How do consumers from developed regions evaluate global brands from emerging countries? An investigation from the perspective of global–local identity

2018 ◽  
Vol 1 (1) ◽  
pp. 2-21 ◽  
Author(s):  
Xiaoling Guo ◽  
Ying-yi Hong
Keyword(s):  
Emerging Countries ◽  
Local Identity ◽  
Developed Country ◽  
Global Identity ◽  
Content Type ◽  
Global Brands ◽  
Global Brand ◽  
Global And Local ◽  
Practical Implications ◽  
Local Cultures

Purpose While an increasing number of global brands are of emerging country origin, research about emerging global brands remains scare. The purpose of this paper is to provide the first theoretical effort to understand how consumers in the developed regions evaluate global brands from emerging countries. Building on globalization and social identity theory, the paper aims to shed light on the effect of global identity on consumer attitude toward emerging global brands, the process of such effect, and the boundary condition for it as well. Design/methodology/approach The authors used two non-student surveys in the USA and UK in which respondents’ global identity was measured and two laboratory experiments in which respondents’ global identity was primed. The operationalization of dependent variables is also divergent, either directly measuring attitude toward the global brands from developing countries or measuring consumer relative evaluation. Convergent results were reported from four studies. Findings The results show that when consumers’ global (vs local) identity is accessible, those from developed regions will show more favorable evaluations of global brands from emerging countries. And this effect is mediated by the positive association between global identity and globalization. Further, this effect emerged when consumers view global and local cultures as compatible with each other but disappeared when consumers view global and local cultures as oppositional to each other. Practical implications The findings have practical implications for global brand marketers from emerging economies to enter developed country markets, and to make their brands real global. Specifically, global identity consumers should be targeted and the compatible view of global and local cultures should be pronounced. Originality/value Focusing on global brands from emerging countries, this paper examines the global identity effect in developed country markets for the first time. The finding add new knowledge to the literature of globalization, global branding, and assimilation effect of global identity, and help to reconcile the heated debate on whether country of origin is still relevant to the globalized world.

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