تلخیص
This study empirically investigates the psychological mechanism underlying
consumers’ choice of foreign and local brands among the consumers of
Pakistan. The current study is an attempt to find the answer that why consumers
prefer foreign/global brands over local brands? The study hypothesizes that the
proposed combination of psychological processes categorizes the consumer’s
choice between global and local brand. Data was collected from 160
respondents belonging to diverse fields of life following convenience sampling
technique. Logistic regression test was applied to predict the relative
importance of various variables in determining the consumers’ purchase
intentions towards particular brand. The results of current study showed that
life satisfaction and emotional value are the most critical success factors behind
global brand choice whereas ethnocentrism and brand loyalty predict local
brands preferences. This study will provide global strategic minds, an insight to
grasp the impulse of potential international consumers. It also finds why global
brands are considered a significant part of the strategic marketing plan for
increase in sales. This study uses unique combination of psychological factors in
determining the global brand choices applying logistic regression model to
predict the group membership of consumers based on brand preferences across
various determinants
Tehmina Latif, Dr. Mubbsher Munawar Khan. (2016) Consumers’ Purchase Intentions towards Global Brands: Psychological Underpinnings, Abasyn Journal of Social Sciences, Volume-09, Issue-2.
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