Predicting Global Brand Ownership: An Empirical Investigation of Positive Consumer Dispositions towards Globality

Author(s)

Fabian Bartsch, Adamantios Diamantopoulos

Abstract

This paper investigates the predictive validity of several positive consumer dispositions towards globality on global-domestic and global-foreign brand ownership. Based on two studies of US consumers, results show that several dispositions conceptually and empirically overlap and that their predictive validity
is limited at best. These surprising findings have several implications for understanding how dispositions towards globality impact global brand purchase behavior.

Organisation(s)

Department of Accounting, Innovation and Strategy

Publication date

2015

Peer reviewed

Yes

Austrian Fields of Science 2012

502052 Business administration

Keywords

Portal url

https://ucrisportal.univie.ac.at/en/publications/predicting-global-brand-ownership-an-empirical-investigation-of-positive-consumer-dispositions-towards-globality(9c790f7c-cb46-4620-adc3-9e2d0b239347).html