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The curious case of global branding: investigating the link between ethnic identity and consumer attitudes towards global brands

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  • Harsandaldeep Kaur
  • Pranay Moktan

Abstract

There is a lack of empirical research on the impact of ethnic identity and cultural values on consumer attitudes towards global brands. The current research develops an integrated framework to address this gap. Further, the mediating effect of masculinity and collectivism is also explored. Data were collected from 456 respondents, and structural equation modelling was run on the proposed model so to gain insights into the numerous pertinent relationships. The results revealed that ethnic identity significantly influenced masculinity and collectivism. Furthermore, masculinity and collectivism were positively associated with consumer attitudes toward global brands. Also, a partial mediating effect of collectivism and masculinity was found between the relationship of ethnic identity and consumer attitudes towards global brands. The current research will provide global brand managers with a novel perspective of considering both ethnic identity, and masculinity and collectivism, while strategising to create positive consumer attitudes towards global brands.

Suggested Citation

  • Harsandaldeep Kaur & Pranay Moktan, 2024. "The curious case of global branding: investigating the link between ethnic identity and consumer attitudes towards global brands," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 31(2), pages 123-144.
    • Handle: RePEc:ids:ijicbm:v:31:y:2024:i:2:p:123-144
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