Global brands in emerging markets: The cultural antecedents of global brand preference
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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.
Keywordsglobal brands emerging markets culture cultural values global susceptibility global identification
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