The impact of the metacognitive and behavioral factors of cultural intelligence on foreign brand acceptance

Zdravković, Stefan; Peković, Jelena

doi:10.5937/ejae18-26618

Cited by 3 publications

(1 citation statement)

References 33 publications

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“…Coves-Martinez et al ( 2022) point out that people with developed motivational cultural intelligence have a desire to visit exotic foreign tourist destinations, and to get to know the cultural heritage of other countries. Zdravković and Peković (2021a) determined that the behavioural factor of cultural intelligence achieves a positive influence on the decision of consumers to buy foreign and global brands, as well as products that represent technological innovations. On the other hand, in the aforementioned study, the influence of the metacognitive factor of cultural intelligence on the acceptance of foreign brands was not statistically significant.…”

Section: Literature Reviewmentioning

confidence: 99%

The Influence of the Motivational Factor of Cultural Intelligence on the Acceptance of Foreign Brands in the Republic of Serbia

Šapić,

Filipović,

Zdravković

2024

TEME

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Cultural intelligence represents a set of competencies and skills that enable a person to adapt in situations that are multicultural in nature. It consists of four basic factors, namely the metacognitive, cognitive, motivational and behavioural factors. The main goal of this paper is to examine the influence of the motivational factor of cultural intelligence on the decision of consumers from the Republic of Serbia to accept foreign brands. Empirical research was carried out using the survey method, the total number of respondents in the sample is 122, their answers were analysed using statistical software SPSS, and the statistical analyses used were reliability analysis, correlation analysis, simple regression analysis, the ANOVA test, and the T-test for two independent samples. The results of the research show that the motivational factor of cultural intelligence achieves a positive influence on the decision of consumers to accept foreign brands, that the degree of cultural intelligence is equally pronounced among people belonging to Generations X, Y and Z, as well as that the degree of cultural intelligence is more pronounced among people with a university level education compared to people with a high school education. The existing research gap in scientific literature is filled by the results of this research, while the managerial implications of the study are reflected in the provision of information to marketers about the importance of the cultural intelligence of consumers. In other words, it is emphasised that this group of consumers has cosmopolitan views, that they are part of a global consumer culture, that they are innovative, and that they buy foreign brands, which should be taken into account when formulating a marketing strategy.

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Section: Literature Reviewmentioning

confidence: 99%

The Influence of the Motivational Factor of Cultural Intelligence on the Acceptance of Foreign Brands in the Republic of Serbia

Šapić,

Filipović,

Zdravković

2024

TEME

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Exploring Cultural Intelligence, Brand Globalness, and Consumer Ethnocentrism: Unveiling Purchase Intentions in the Fast Food Industry in Jordan

Khraisat,

Karadas

2024

Journal of Global Marketing

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Country of origin image and consumer xenocentrism in the context of forming consumer attitudes and loyalty to foreign brands: Moderating effect of cultural intelligence

Zdravković¹

2021

Marketing

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Due to the process of globalization, consumer attitudes are formed under the influence of numerous factors, which are not analyzed significantly when it comes to the company's business in the domestic market, but can have important implications when the company's management decides to internationalize the business. Country of origin information is an important indicator of product quality, superiority and reliability. Also, within the process of globalization, ethnocentric consumer tendencies are becoming an important and crucial factor for multinational companies operating outside their domestic market. On the other hand, a certain number of consumers have dilemma whether to support the national economy by buying domestic products, or to decide to buy better quality foreign products. The high degree of consumer xenocentrism, as well as the high degree of development of cultural intelligence and global consumer culture, implies preferences towards foreign brands in relation to domestic ones. The research was conducted in order to determine whether the image of the country of origin (cultural heritage, fashion capital, technological progress) and consumer xenocentrism have a positive impact on consumer attitudes towards foreign brands, as well as whether the formed positive consumer attitude affects their loyalty to foreign brands. Also, the research examines the moderating effect of cultural intelligence (metacognitive, cognitive, motivational and behavioral factors) in relation to these variables. Empirical research has been conducted. Statistical analysis was performed on a sample of 318 respondents from the territory of the Republic of Serbia. The results showed that these variables have a positive impact on consumer attitudes and loyalty to foreign brands, so the study offers important practical implications.

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The impact of the metacognitive and behavioral factors of cultural intelligence on foreign brand acceptance

Cited by 3 publications

References 33 publications

The Influence of the Motivational Factor of Cultural Intelligence on the Acceptance of Foreign Brands in the Republic of Serbia

The Influence of the Motivational Factor of Cultural Intelligence on the Acceptance of Foreign Brands in the Republic of Serbia

Exploring Cultural Intelligence, Brand Globalness, and Consumer Ethnocentrism: Unveiling Purchase Intentions in the Fast Food Industry in Jordan

Country of origin image and consumer xenocentrism in the context of forming consumer attitudes and loyalty to foreign brands: Moderating effect of cultural intelligence

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