Antecedents of Global Brand Purchase Likelihood: Exploring the Mediating Effect of Quality, Prestige and Familiarity

Abstract

ABSTRACTThis article examines the drivers of global brand purchase likelihood and delineates theoretical and practical implications for marketers. A distinctive model is developed based on theoretical and empirical foundations in the branding and consumer behavior research and the constructs used are well grounded in literature. The model proposes that perceived brand globalness and country of origin have an impact on perceived brand quality, brand prestige and brand familiarity that in turn affect brand purchase likelihood. Additionally, both perceived brand globalness and country of origin are expected to have direct relationships with brand purchase likelihood. The proposed model is testified drawing on the results of empirical work in the form of a large-scale survey conducted on a convenience sample of generation Y consumers in Saudi Arabia. Data collection resulted in 319 usable questionnaires. Data were analyzed using structural equation modeling. Results indicate that brand perceived globalness and country of origin are important determinants of perceived brand quality, prestige, and brand familiarity. Additionally, perceived brand globalness, quality, and prestige are important determinants of brand purchase likelihood.