CUSTOMER INTENTION TOWARDS GLOBAL BRANDS: AN EMPIRICAL ANALYSIS OF YOUTH
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 8, Pages 5798-5809
AbstractThe main purpose of this study is to develop and empirically test a theoretical model of young consumers’ perceived brand equity. The sample size was based on 320 youth respondents from five countries. The duration of collecting responses is 6 months and the technique used is exploratory multiple regression. Specifically, the model explores the interrelationships among acculturation to worldwide consumer culture, perceived brand equity, attitudes toward the brand, and brand resonance within the context of global brands. The current study also showed how attitudes toward global brands influenced the development of brand resonance; the highest stage of consumer brand discourse. The findings of the study provide both scholars and practitioners with an important contribution. Theoretically, the study offers empirical proof of the relationship between brand equity and brand attitudes. Therefore, the results support the youth consumer's affinity for self-identification with global consumer culture and their cosmopolitan openness to foreign cultures, managerially.
Keywords: Purchase intention, Perceived uniqueness, Perceived Emotional values, Perceived brand quality, Perceived Cost
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