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(Journal Article) |
Journal of International Consumer Marketing 31 (3): 1-22 (2019)
The Impact of Perceived Brand Globalness on Consumers’ Purchase Intention and the Moderating Role of Consumer Ethnocentrism: An Evidence from Vietnam
Bui Nhat Vuong
,
Ha Nam Khanh Giao
ABSTRACT
The aim of this research is to examine the effect of perceived brand
globalness on consumers’ purchase intention, noting the mediating roles
of perceived brand prestige and quality, brand social responsibility,
and the moderating roles of consumer ethnocentrism. Survey data
collected from 613 consumers in Vietnam was analyzed to provide
evidence. Results from the partial least squares structural equation
modeling (PLS-SEM) using the SmartPLS 3.0 program indicated that there
was a positive impact of perceived brand globalness on consumers’
purchase intention; this was mediated partially through perceived brand
prestige and quality, and brand social responsibility. Moreover, this
study also found the moderating effects of consumer ethnocentrism on the
impacts of perceived brand globalness on consumer’s purchase intention
and on perceived brand quality. Consumer ethnocentrism dampened the
positive association between perceived brand globalness and perceived
brand quality as well as reduced purchase intention of Vietnamese
consumers. The finding also implies that marketers should build a
suitable marketing strategy to heighten consumers’ purchase intention.
Notes
doi: 10.1080/08961530.2019.1619115