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

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Abstract

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.

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Author information

Authors and Affiliations

  1. UNIVATES, 171 Avelino Tallini St, Lajeado, 95900-000, RS, Brazil

    Marlon Dalmoro, Diego Costa Pinto, Adilson Borges & Walter Meucci Nique

Authors
  1. Marlon Dalmoro
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  2. Diego Costa Pinto
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  3. Adilson Borges
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  4. Walter Meucci Nique
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Corresponding author

Correspondence to Marlon Dalmoro.

Additional information

2currently Assistant Professor at ESPM Business School. He received his PhD from Neoma Business School (Reims, France). His research focuses on identities, social influence, international branding and social marketing. In addition, he is a member at Behavioral Sciences Research Center, Neoma Business School. His research appears in academic outlets including International Journal of Retail and Distribution Management, International Journal of Consumer Studies, Brazilian Administration Review and Advances in Consumer Research.

4Professor of Marketing at the Federal University of Rio Grande do Sul, Porto Alegre, Brazil. His main research interest is consumer behavior and values. Walter’s research appears in numerous academic journals including The Journal of Database Marketing and Customer Strategy Management, International Journal of Consumer Studies and European Journal of Operational Research. He serves as an Editorial Review Board Member on the Revue Française Du Marketing.

Appendices

Appendix A

Table A1

Table A1 Brief description of concepts
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Appendix B

Table B1

Table B1 Scale reliabilities
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Dalmoro, M., Pinto, D., Borges, A. et al. Global brands in emerging markets: The cultural antecedents of global brand preference. J Brand Manag 22, 721–736 (2015). https://doi.org/10.1057/bm.2015.39

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  • DOI: https://doi.org/10.1057/bm.2015.39

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