Attractiveness, Purchase Intention, and Willingness to Pay More for Global Brands: Evidence from Turkish Market

Emerging markets (EMs) are increasingly becoming significant in income growth for Multinational corporations (MNCs). Therefore, what affects the consumer perceptions and behaviors toward global brands in EMs is a fundamental question to answer for MNCs. There is a remarkable literature on global bra...

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Bibliographic Details
Published in:Journal of promotion management 2018-11, Vol.24 (6), p.737-754
Main Authors: Akturan, Ulun, Bozbay, Zehra
Format: Article
Language:English
Subjects:
bandwagon consumption
Brands
College students
conspicuous value
Consumer attitudes
Consumption
emerging markets
global brands
Market strategy
Markets
Multinational corporations
promotion
Purchase intention
Questionnaires
social value
Willingness to pay
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Summary:Emerging markets (EMs) are increasingly becoming significant in income growth for Multinational corporations (MNCs). Therefore, what affects the consumer perceptions and behaviors toward global brands in EMs is a fundamental question to answer for MNCs. There is a remarkable literature on global brands in EMs however there is little evidence specifically upon bandwagon effects. This study aims to fulfil this gap and examines the effects of bandwagon consumption, conspicuous value and social value on consumer attitudes towards the global brands. In the study, data were collected via face-to-face questionnaire from a sample of 458 university students, and Structural Equation Modelling (SEM) was used to test the research hypotheses. As a result, it was found that bandwagon consumption, conspicuous value, and social value have positive impacts on brand attractiveness, purchase intention and willingness to pay more for global brands.
ISSN:1049-6491
1540-7594
DOI:10.1080/10496491.2017.1408522