Global Brand Ownership: The Mediating Roles of Consumer Attitudes and Brand Identification

Autor(en)

Fabian Bartsch, Adamantios Diamantopoulos, Nicholas Paparoidamis, Ruben Chumpitaz

Abstrakt

The branding literature repeatedly emphasizes the role brands play in shaping consumer identities. In this context, the rise of global consumer groups gives global brands a prominent role as potential tools for consumer identification. Specifically, consumer segments that idealize global communities and/or hold positive attitudes toward various aspects of globalization are particularly prone to using global brands in order to strengthen their identification with the global world. Against this background, this paper empirically investigates the mediating roles of (a) consumer attitudes toward globality and (b) identification with global brands on the relationship between consumer orientations toward globality and global brand ownership. Findings from a study with 300 French consumers provide evidence of full mediation in line with the theoretically derived causal structure linking consumer orientations to brand ownership through consumer attitudes and brand identification. The paper discusses implications of the findings for theory, practice and future research directions.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Externe Organisation(en)

IÉSEG School of Management

Journal

Journal of Business Research

Band

69

Seiten

3629-3635

Anzahl der Seiten

7

ISSN

0148-2963

DOI

https://doi.org/10.1016/j.jbusres.2016.03.023

Publikationsdatum

2016

Peer-reviewed

Ja

ÖFOS 2012

502052 Betriebswirtschaftslehre

Schlagwörter

ASJC Scopus Sachgebiete

Marketing

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/8314b2a1-0a29-47fc-87a2-5bf2d9c28eb4