How perception of brand globalness affects brand loyalty: Examining the role of brand affection for domestic-origin global brands

Abstract

This study aims to examine brand loyalty toward domestic brands that have achieved global status (hereinafter, domestic-origin global brands) among consumers in emerging markets. Specifically, this study investigates how perceived brand globalness (PBG) of domestic-origin global brands influence brand loyalty. Additionally, the study explores the mediating role of brand affection in the relationship between PBG and brand loyalty. Data were collected from 327 consumers in emerging markets through an online survey distributed via social media platforms. The proposed hypotheses were tested by using the PROCESS model in SPSS 26. The findings indicate that, after controlling for brand familiarity, PBG positively influences brand loyalty for domestic-origin global brands. Moreover, brand affection mediates the positive effect of PBG on brand loyalty. This study contributes to the international business literature by examining the effects of PBG, brand affection, and brand loyalty in the context of domestic-origin global brands. The study also offers valuable insights for brand managers aiming to engage consumers effectively in emerging markets.