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| An Empirical Study on the Effect of Perceived Brand Globalness on Consumers’ Brand Choice: The Moderating Roles |
| WU Shui long1,HU Zuo hao3,YU Chun ling3,ZHONG Liang3 |
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Abstract A conceptual framework of the effect of perceived brand globalness (PBG) on consumers’ brand choice is proposed on the basis of the literature review and is tested via data collected by a survey of college students. The empirical study finds the three pathways through which PBG affects consumers’ brand choice: higher perceived brand quality, higher perceived brand prestige and globalness stronger for those consumers more self-identified with global consumer culture and PBG effects are also stronger for those more internal-global products. In the end, the article discusses the managerial and theoretical implications of the findings, and provides directions for future studies. It suggests that product-exporting oriented companies should also consider creating a global brand image, especially for those whose products are internally global.
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Received: 08 April 2012
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Corresponding Authors:
WU Shui long
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2012, Vol. 1 
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