Role of Consumer attitudes towards globality on Tendency of Preferring Global Brands Moderating Role of Firm Reputation

Abstract

This research, based on identity theory, aims to examine the moderating role of global brand image on the impact of global consumer culture orientation on global brand preference. The research hypotheses were tested with 318 participants consisting of global brand users. The study found that both quality and social prestige, representing sensitivity to global consumer culture, positively and significantly influenced global brand preference. Similarly, quality prestige was found to positively and significantly influence firm reputation. Analysis of the moderating role of firm reputation in the relationship between global and social prestige variables and global brand preference revealed that firm reputation was only significantly related to the impact of quality prestige on global brand preference. No moderating effect of firm reputation was identified in the impact of social prestige on global brand preference.