• ISSN: 2301-3567
    • Frequency: Quarterly (2013-2014); Monthly (2015-2017); Quarterly (Since 2018)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Mia Hu
    • Abstracting/ Indexing:  Electronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, Crossref, and ProQuest.
    • E-mail: joebm@ejournal.net
JOEBM 2018 Vol.6(2): 36-44 ISSN: 2301-3567
DOI: 10.18178/joebm.2018.6.2.547

Consumers’ Purchase Intentions towards Global Brands: A Cross-Cultural Analysis

Anees U. Rehman, Tehmina Latif, and Muhammad I. Rana
Abstract— This study empirically investigates the impact of various psychological processes such as consumers’ life satisfaction, ethnocentrism, perceived quality and need for uniqueness on consumer purchase intentions with a special comparative reference to European and Asian cultures. The researchers collected data from university students of United Kingdom and Pakistan following convenience sampling technique. The Multiple Linear Regression Model was used for data analysis and interpretations. Findings suggest that perceived quality and need for uniqueness positively influence British consumers to buy global brand. Whereas perceived quality and need for uniqueness positively whereas consumer ethnocentrism negatively influence Pakistani consumers to buy global brands. This research contributes to consumer behavior literature by making a comparison between European and Asian consumers’ buying behaviour towards global brand. It implies that the multinational firms that are intended to enter and prosper in U.K. and Pakistan markets should consider cultural perspective and offer good quality products and launch advertising campaigns that can stimulate consumers self-identity by providing psychological comfort through purchasing of foreign brands.

Index Terms— Ethnocentrism, life satisfaction, need for uniqueness, purchase intentions.

Anees U.Rehman is with Directorate Colleges, Punjab (email: aneesurrehman2011@hotmail.com).
Tehmina Latif is with Pakistan Customs, Federal Board of Revenue, Pakistan (email: tehminalatif86@gmail.com).
Muhammad I. Rana is with Hepatitis Control Program, Primary & Secondary Healthcare Department, Punjab.

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Cite: Anees U. Rehman, Tehmina Latif, and Muhammad I. Rana, " Consumers’ Purchase Intentions towards Global Brands: A Cross-Cultural Analysis," Journal of Economics, Business and Management vol. 6, no.2, pp. 36-44, 2018.

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