A Study on the Antecedents of Perceived Brand Globalness and Perceived Brand Localness and the Effect on Purchase Likelihood

초록

Purpose: In this study, we focuses on the relationship between antecedents factors (perceived hedonic value and perceived functional value) and consequences of perceived brand globalness(PBG)/perceived brand localness (PBL) in China. Research design, data, and methodology: This study theoretically analyzed relationship between functional/hedonic value and PBG/PBL and relationship between PBG/PBL and purchase intention. 695 sample data is collected in China to empirical test. For measurement model test, confirmatory factor analysis (CFA) and correlation analysis were conducted and to test hypotheses, OLS analysis is conducted using Process macro proposed by Preacher and Hayes (2008). Results: This study show that both functional value and hedonic value have positive effect on PBG/PBL. However, hedonic value affect PBG more strongly than functional value while functional value affect PBL more strongly than hedonic value. And PBG have more strong effects on purchase intention than PBL. Conclusions: The result show that hedonic value is more important to establish PBG and functional value is more important to establish PBL. Therefore managers need to reinforce functional or hedonic attributes of their brand in line with their positioning strategy. Global franchise brands are able to convince consumers more strongly of their global positioning through reinforcing attributes related to hedonic value, while local brands are able to convince consumers of their local positioning through reinforcing attributes related to functional value.

키워드