| Abstract: |
The aim of this research is to examine the effect of perceived brand
globalness on consumers’ purchase intention, noting the mediating roles of
perceived brand prestige and quality, brand social responsibility, and the
moderating roles of consumer ethnocentrism. Survey data collected from 613
consumers in Vietnam was analyzed to provide evidence. Results from the
partial least squares structural equation modeling (PLS-SEM) using the
SmartPLS 3.0 program indicated that there was a positive impact of perceived
brand globalness on consumers’ purchase intention; this was mediated partially
through perceived brand prestige and quality, and brand social responsibility.
Moreover, this study also found the moderating effects of consumer
ethnocentrism on the impacts of perceived brand globalness on consumer’s
purchase intention and on perceived brand quality. Consumer ethnocentrism
dampened the positive association between perceived brand globalness and
perceived brand quality as well as reduced purchase intention of Vietnamese
consumers. The finding also implies that marketers should build a suitable
marketing strategy to heighten consumers’ purchase intention. |