The Moderating Role of Product Type on the Effect of Brand Perception on Consumer Preference
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The purpose of this research is to examine the influences of perceived brand globalness on consumer preferences. In addition to examining the relationship between perceived brand globalness and consumer preference, this study also explores how product type affects consumers’ inclination towards global brands. Data was collected through an online survey administered to consumers in China. To examine the main effects of perceive brand globalness on consumer preference and the moderating effects of product types on this relationship, PROCESS macro model 1 was employed. The findings of this study reveal that consumer perception of brand globalness positively influences their preference, and this effect is moderated by product types. The positive influence of perceived globalness is strengthened for utilitarian products, leading to a greater preference for global brand in these categories. This research contributes to the field of international business and global marketing by investigating the interaction between consumer perceptions of brand globalness and product type in influencing consumer preference. Furthermore, these findings provide international brand managers in developing markets with practical insights into tailoring marketing strategies for specific consumer segments based on product type and brand perception.
Abstract
The purpose of this research is to examine the influences of perceived brand globalness on consumer preferences. In addition to examining the relationship between perceived brand globalness and consumer preference, this study also explores how product type affects consumers’ inclination towards global brands. Data was collected through an online survey administered to consumers in China. To examine the main effects of perceive brand globalness on consumer preference and the moderating effects of product types on this relationship, PROCESS macro model 1 was employed. The findings of this study reveal that consumer perception of brand globalness positively influences their preference, and this effect is moderated by product types. The positive influence of perceived globalness is strengthened for utilitarian products, leading to a greater preference for global brand in these categories. This research contributes to the field of international business and global marketing by investigating the interaction between consumer perceptions of brand globalness and product type in influencing consumer preference. Furthermore, these findings provide international brand managers in developing markets with practical insights into tailoring marketing strategies for specific consumer segments based on product type and brand perception.
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