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The Role of Consumers' Risk Propensity on Consumer Preference for Domestic VS. Global Brands

한방울
경영경제연구소 (management & economic research institute)|2024.09|아태비즈니스연구 ((APJB) Asia Pacific Journal of Business)|제15권 제3호|pp. 1-16|DOI https://doi.org/10.32599/apjb.15.3.202409.1

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참고문헌

키워드

Perceived Brand GlobalnessConsumer PreferencePerceived Brand LocalnessRisk Propensity

초록

Purpose - The purpose of this study is to investigate how consumers' perceptions of brand localness or globalness influence their preference. This study further examines the role of consumers' risk propensity (risk taker vs. risk averse) on the relationship between brand localness (globalness) and consumer preference. Design/methodology/approach - Data was collected through an online survey with Chinese consumers and the PROCESS model in SPSS 23 was used to analyzed data. Findings - The results of this study indicate that consumers' perceptions of brand localness (globalness) positively influence their preference towards local (global) brands. Furthermore, this effect is moderated by risk propensity, with positive influence of perceived brand localness becoming stronger among consumers who are risk takers. However, consumers among risk averse reveal insignificant interaction effect between perceived brand globalness and consumer preference. Research implications or Originality - This study contributes to the body of international business research by exploring the impact of consumers' perceptions of brand localness/globalness in the context of their risk propensity. The findings of this study also offer global marketers meaningful insights when segmenting the target market.

Abstract

Purpose - The purpose of this study is to investigate how consumers' perceptions of brand localness or globalness influence their preference. This study further examines the role of consumers' risk propensity (risk taker vs. risk averse) on the relationship between brand localness (globalness) and consumer preference. Design/methodology/approach - Data was collected through an online survey with Chinese consumers and the PROCESS model in SPSS 23 was used to analyzed data. Findings - The results of this study indicate that consumers' perceptions of brand localness (globalness) positively influence their preference towards local (global) brands. Furthermore, this effect is moderated by risk propensity, with positive influence of perceived brand localness becoming stronger among consumers who are risk takers. However, consumers among risk averse reveal insignificant interaction effect between perceived brand globalness and consumer preference. Research implications or Originality - This study contributes to the body of international business research by exploring the impact of consumers' perceptions of brand localness/globalness in the context of their risk propensity. The findings of this study also offer global marketers meaningful insights when segmenting the target market.

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관련 논문AI추천

The Moderating Role of Product Type on the Effect of Brand Perception on Consumer Preference한방울경영경제연구소 · 경영경제연구2024 · 제46권 제2호Examining Chinese Consumer Brand Attitudes: Perceived Brand Globalness vs. Localness and the Mediating Role of Quality, Prestige, and Image김지윤, Yu, Di한국상품학회 · 상품학연구2024 · 제42권 제1호Effect of Self-Regulatory Focus on Purchase Intentions of Foreign-owned Perceived Local BrandsLIU Xi한국유통과학회 · 산경연구논집2023 · 제14권 제4호How perception of brand globalness affects brand loyalty: Examining the role of brand affection for domestic-origin global brands박도윤, 한방울, Xiaojiao Zhu경영연구소 · 신산업경영저널2025 · 제43권 제2호How perceived brand localness affects purchase intentions: Examining the role of brand authenticityHan Bangwool, Zhang Chenyu한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2025 · 제35권 제1호Perceived Brand Globalness: A Multi-dimensional Conceptualization정인식, 조효은, Pan Jun한국국제경영학회 · 국제경영연구2019 · 제30권 제1호

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