Diamantopoulos, A, Davvetas, V orcid.org/0000-0002-8905-7390, Bartsch, F et al. (3 more authors) (2019) On the Interplay between Consumer Dispositions and Perceived Brand Globalness: Alternative Theoretical Perspectives and Empirical Assessment. Journal of International Marketing, 27 (4). pp. 39-57. ISSN 1069-031X
Abstract
Although prior research is congested with constructs intended to capture consumers’ dispositions toward globalization and global/local products, their effects appear to replicate with difficulty, and little is known about the underlying theoretical mechanisms. This investigation revisits the relationship between prominent consumer dispositions (consumer ethnocentrism, cosmopolitanism, global/local identity, globalization attitude) and perceived brand globalness as determinants of consumer responses to global brands. Drawing on selective perception and social identity theories, the authors consider several theory-based model specifications that reflect alternative mechanisms through which key consumer dispositions relate to brand globalness and affect important brand-related outcomes. By employing a flexible model that simultaneously accounts for moderating, mediating, conditional, and direct effects, we empirically test these rival model specifications. A meta-analysis of 264 effect sizes obtained from 13 studies with 23 unique data sets and a total sample of 1,410 consumers raises concerns regarding the (potentially overstated) utility of consumer dispositions for explaining consumer responses to global brands. It also reveals a need for further conceptual contemplation of their function in international consumer research and managerial practice.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © American Marketing Association 2019 This is an author produced version of a paper published in the Journal of International Marketing. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | consumer ethnocentrism; cosmopolitanism; global/local identity; perceived brand globalness |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 04 Jul 2019 11:09 |
Last Modified: | 19 Nov 2019 16:51 |
Status: | Published |
Publisher: | Sage |
Identification Number: | 10.1177/1069031X19865527 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:148132 |