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

Autor(en)

Fabian Bartsch, Adamantios Diamantopoulos

Abstrakt

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(en)

Institut für Rechnungswesen, Innovation und Strategie

Publikationsdatum

2015

Peer-reviewed

Ja

ÖFOS 2012

502052 Betriebswirtschaftslehre

Schlagwörter

Link zum Portal

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