A Global Investigation into the Constellation of Consumer Attitudes toward Global and Local Products

Abstract

In this article, the authors introduce attitude toward global products (AGP) and attitude toward local products (ALP) as generalized attitudinal constructs and address the four issues these constructs raise: (1) How are AGP and ALP related to each other? (2) What is the motivational structure underlying AGP and ALP? (3) Is the proposed theory culturally circumscribed, or does it generalize across countries? and ( 4) What are the managerially relevant implications of these consumer attitudes? To answer these questions, the authors propose and empirically test an integrated structure for AGP and ALP and their antecedents, organized around the powerful motivational concept of values. They test their theory using a unique data set involving 13,000 respondents from 28 countries in the Americas, Asia, and Europe, thus allowing for a global investigation of a global issue. The study findings provide managers with strategic direction on how to market their products in a globalized world.

How Perceived Brand Globalness Drives Value in Emerging Markets: An Examination from China

“…As the movement of branding shifts from the developed economies to the emerging economies, the branding question changes considerably (Roth, 1995). Due to the unique characteristics associated with emerging markets, there is a need to obtain fresh insights to help further our understanding of brand management in such markets (Steenkamp and de Jong 2010;Sheth 2011;Burgess and Steenkamp, 2006). In this study we focus on the influence of consumers' perceived brand globalness (PBG) on their brand attitudes in the emerging market that has experienced rapid growth and transition.…”

The Relationship between Consumer Ethnocentrism, Cosmopolitanism and Product Country Image Among Younger Generation Consumers: The Moderating Role of Country Development Status

“…While there is evidence to suggest that consumers from developed countries have unfavorable perceptions of products imported from developing countries (Papadopoulos et al, 1990), such perceptions have changed as a result of the increased lowcost manufacturing in developing markets (Chao, 1993). Consumers with a cosmopolitan perspective from developed markets may regard such products as being domestic brands or, alternatively, favorably regard foreign country brands because they may carry a domestic brand name or association (Cannon & Yaprak, 2002;Steenkamp & de Jong, 2010).…”

An Empirical Analysis of Consumer Product Evaluation from an Ethnic Subcultural Perspective

“…Among the many attempts, consumer behavior scholars have studied extensively on how a consumer develops attitude toward a product or brand (e.g. Steenkamp, & de Jong, 2010;Dempsey & Mitchell, 2010). The Theory of Reasoned Action (TRA) developed by Fishbein and Ajzen (1975) suggest that there are two major components influencing an individual's attitude toward an object -belief structure and evaluative criteria.…”