On the Interplay Between Consumer Dispositions and Perceived Brand Globalness: Alternative Theoretical Perspectives and Empirical Assessment

Autor(en)

Adamantios Diamantopoulos, Vasileios Davvetas, Fabian Bartsch, Timo Mandler, Maja Arslanagic-Kalajdzic, Martin Eisend

Abstrakt

Although prior research is congested with constructs intended to capture consumers’ dispositions toward globalization and global/local products, their effects appear to replicate with difficulty, and little is known about the underlying theoretical mechanisms. This investigation revisits the relationship between prominent consumer dispositions (consumer ethnocentrism, cosmopolitanism, global/local identity, globalization attitude) and perceived brand globalness as determinants of consumer responses to global brands. Drawing on selective perception and social identity theories, the authors consider several theory-based model specifications that reflect alternative mechanisms through which key consumer dispositions relate to brand globalness and affect important brand-related outcomes. By employing a flexible model that simultaneously accounts for moderating, mediating, conditional, and direct effects, we empirically test these rival model specifications. A meta-analysis of 264 effect sizes obtained from 13 studies with 23 unique data sets and a total sample of 1,410 consumers raises concerns regarding the (potentially overstated) utility of consumer dispositions for explaining consumer responses to global brands. It also reveals a need for further conceptual contemplation of their function in international consumer research and managerial practice.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Externe Organisation(en)

University of Sarajevo, Europa-Universität Viadrina Frankfurt (Oder), University of Leeds, IÉSEG School of Management, Toulouse Business School

Journal

Journal of International Marketing

Band

27

Seiten

39-57

Anzahl der Seiten

19

ISSN

1069-031X

DOI

https://doi.org/10.1177/1069031X19865527

Publikationsdatum

2019

Peer-reviewed

Ja

ÖFOS 2012

502052 Betriebswirtschaftslehre, 502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Marketing, Business and International Management

Link zum Portal

https://ucris.univie.ac.at/portal/de/publications/on-the-interplay-between-consumer-dispositions-and-perceived-brand-globalness-alternative-theoretical-perspectives-and-empirical-assessment(0e8ff545-d709-4dbf-b4e9-bfe453a85507).html