Modernization, Consumer Personalities, and Global Brand Attitudes

Modernization, Consumer Personalities, and Global Brand Attitudes

Qianqian Li (Shanghai University, China), William Wei (Grant MacEwan University, Canada) and Qiuzhi Xue (Fudan University, China)
DOI: 10.4018/978-1-4666-7357-1.ch076
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Abstract

A key issue for brand management in emerging markets is to understand the uniqueness and trends of consumers' global brand attitudes. This chapter proposes that modernization brings cultural transformation represented by individual personalities—including global identity, self-construal, and social desirability—thus affecting consumer global brand attitudes. Using data collected from 829 samples in 29 provinces in China, this chapter finds evidence for several propositions. Based on empirical analysis and findings, the authors make recommendations for international and local brand managers. Further research directions are also discussed.
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Background

Generally, global brand refers to brands that are widely available and enjoy high levels of recognition across the world (Dimofte, Johansson & Ronkainen, 2008), which are usually associated with higher quality, greater esteem, and advanced technology. Previous research has shown that consumers demonstrate stronger preference for global brands than local brands, even if product quality is the same (Steenkamp, Batra & Alden, 2003). Global brands usually have an advantage over local brands.

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