Journal of Brand Management

, Volume 22, Issue 9, pp 721–736 | Cite as

Global brands in emerging markets: The cultural antecedents of global brand preference

  • Marlon Dalmoro
  • Diego Costa Pinto
  • Adilson Borges
  • Walter Meucci Nique
Original Article


Understanding what drives preference for global brands in emerging markets is a major concern for marketing researchers and practitioners. This study contributes to understanding of the cultural elements that influence consumers’ preference for global brands. This study analyses the cultural antecedents of global brand preference in an emerging market, Brazil. Two empirical studies test the proposed model, revealing that global identification moderates the impact of specific personal cultural values on global brand preference. Findings also indicate the mediation process of global susceptibility on global brand preference. The article concludes with managerial implications, proposing insights for global brand management in emerging markets.


global brands emerging markets culture cultural values global susceptibility global identification 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2015

Authors and Affiliations

  • Marlon Dalmoro
    • 1
  • Diego Costa Pinto
    • 1
  • Adilson Borges
    • 1
  • Walter Meucci Nique
    • 1
  1. 1.UNIVATES, 171 Avelino Tallini StLajeadoBrazil

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