Cross-national consistency of place-related identity dispositions as antecedents of global brand advocacy among ethnic Chinese at home and abroad

Abstract

We study how various place-related identity dispositions (ethnic identity, identification with global consumer culture, cosmopolitanism, immigrant consumers’ acculturation to a host society) affect ethnic consumers’ global brand advocacy within and outside their home country. With data collected from n = 1,101 ethnic Chinese born in China and living in three countries (China, Canada, France), we shed light on the consistency or generalizability of these dispositions as predictors of brand advocacy in relation to global brands from six countries and eight product categories. We offer conceptual and empirical contributions to literatures on market globalization, the roles of place-related identity dispositions, and global brand preference formation. We derive practical implications from the study’s findings for global market segmentation and targeting in general, and the global targeting of Chinese diasporas in particular.