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On the Interplay Between Consumer Dispositions and Perceived Brand Globalness : Alternative Theoretical Perspectives and Empirical Assessment

Author

Listed:
  • Adamantios Diamantopoulos
  • Vasileios Davvetas
  • Fabian Bartsch

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Timo Mandler
  • Maja Arslanagic-Kalajdzic
  • Martin Eisend

Abstract

Although prior research is congested with constructs intended to capture consumers' dispositions toward globalization and global/local products, their effects appear to replicate with difficulty, and little is known about the underlying theoretical mechanisms. This investigation revisits the relationship between prominent consumer dispositions (consumer ethnocentrism, cosmopolitanism, global/local identity, globalization attitude) and perceived brand globalness as determinants of consumer responses to global brands. Drawing on selective perception and social identity theories, the authors consider several theory-based model specifications that reflect alternative mechanisms through which key consumer dispositions relate to brand globalness and affect important brand-related outcomes. By employing a flexible model that simultaneously accounts for moderating, mediating, conditional, and direct effects, we empirically test these rival model specifications. A meta-analysis of 264 effect sizes obtained from 13 studies with 23 unique data sets and a total sample of 1,410 consumers raises concerns regarding the (potentially overstated) utility of consumer dispositions for explaining consumer responses to global brands. It also reveals a need for further conceptual contemplation of their function in international consumer research and managerial practice.

Suggested Citation

  • Adamantios Diamantopoulos & Vasileios Davvetas & Fabian Bartsch & Timo Mandler & Maja Arslanagic-Kalajdzic & Martin Eisend, 2019. "On the Interplay Between Consumer Dispositions and Perceived Brand Globalness : Alternative Theoretical Perspectives and Empirical Assessment," Post-Print hal-02988188, HAL.
  • Handle: RePEc:hal:journl:hal-02988188
    DOI: 10.1177/1069031X19865527
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    Citations

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    Cited by:

    1. Salomão, Miriam Taís & Strehlau, Vivian Iara & Silva, Susana C., 2022. "Consumer dispositions: Meanings and non-meanings of outgroup favourability," International Business Review, Elsevier, vol. 31(3).
    2. Bruno F. Abrantes & Rana Basit Ali, 2023. "Perception of brand globalness and localness: the role of brand competence in stereotype-building and value consciousness," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 722-737, December.
    3. Alvaro Cuervo-Cazurra & C. Annique Un, 2023. "Beauty in the Eyes of the Beholders: How Government- and Consumer-Based Country-of-Origin Advantages and Disadvantages Drive Host Country Investment Dynamics," Management International Review, Springer, vol. 63(2), pages 285-312, April.
    4. Leonidas Hatzithomas & Christina Boutsouki & Fotini Theodorakioglou & Evanthia Papadopoulou, 2021. "The Link between Sustainable Destination Image, Brand Globalness and Consumers’ Purchase Intention: A Moderated Mediation Model," Sustainability, MDPI, vol. 13(17), pages 1-16, August.
    5. Kipnis, Eva & Bebek, Gaye & Brőckerhoff, Aurélie, 2021. "Within, in-between, out-of-bounds? Locating researcher positionalities in multicultural marketplaces," Journal of Business Research, Elsevier, vol. 123(C), pages 401-414.

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