Authors
1
university of kurdestan
2
PhD Student of Sport Marketing Management, university of Kurdistan
,
Document Type : Research Paper
Abstract
Objective: The increase in using the global brands tells of the susceptibility to global consumer culture. The aim of the present survey is to analyze the components of the susceptibility of the consumer on the intention of purchasing global brand s sport shoes.
Methodology: The population of the study was the all students in the University of Kurdistan (9000). The statistical sample using a Morgan table was selected accidentally to be 368 individuals. The method was descriptive and Structural Equation modeling type. Questionnaire of the Susceptibilityto Global Consumer Culture and the Intention of Purchasing Global Brands (both fromHernani-Merino etl 2015) were used whose facial and content validity and internal consistency were verified by specialists and Cronbach's alpha, respectively. Structural Equation Modeling was used for the analysis of the data.
Results: The results showed that the model of survey has a suitable fitness, and it can be a suitable model for analyzing the components of susceptibility global consumer culture, such as conformity to consumption trend, social responsibility, social prestige, perception of quality, brand credibility, perceived risk, and information costs saved on the intention of purchasing global brands. Conclusion: according to the research results marketing managers, manufacturers and even retailers should adapt their programs and advertising strategies with Consumer Susceptibility to Global Culture and consider to priorities of these components among consumers and their tendency and reseaons for purchasing global brands.
- Agarwal, S., & Teas, R. K. (2001). Perceived value: mediating role of perceived risk. Journal of Marketing theory and Practice, 9(4), 1-14.
- Alden, D. L., Steenkamp, J.-B. E., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of marketing, 63(1), 75-87.
- Ali, R, N., Mohsen. R., & Hossein. B. (2012). The survey of consumer behavior behavior in relation to foreign brands against domestic brands, Development Management, 8, 56-47. (Persian).
- Bahng, Y., Kincade, D. H., & Yang, J.-h. (2013). College students’ apparel shopping orientation and brand/product preferences. Journal of Fashion Marketing and Management: An International Journal, 17(3), 367-384.
- da Silva Lopes, T., & Casson, M. (2007). Entrepreneurship and the development of global brands. Business History Review, 81(4), 651-680.
- Dholakia, U. M., & Talukdar, D. (2004). How social influence affects consumption trends in emerging markets: An empirical investigation of the consumption convergence hypothesis. Psychology & Marketing, 21(10), 775-797.
- Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of consumer Psychology, 7(2), 131-157.
- Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of consumer research, 31(1), 191-198.
- Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: a cross-country validation study. Journal of marketing, 70(1), 34-49.
- Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International journal of human-computer studies, 59(4), 451-474.
- Ford, J. B., Mueller, B., Taylor, C. R., & Hollis, N. (2011). The Tension between Strategy and Execution: Challenges for International Advertising Research: Globalization is Much More Than Universal Branding. Journal of Advertising research, 51(1 50th Anniversary Supplement), 27-41.
- Hernani-Merino, M., Mazzon, J. A., & Isabella, G. (2015). Modelo de suscetibilidade para a cultura de consumo global. Revista Brasileira de Gestão de Negócios, 17(57), 1212-1227.
- Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). Managing the global brand: A typology of consumer perceptions. The global market: Developing a strategy to managing across borders, 91.
- Hosseini, S., Hamid K., & Rezvani, M. (2012). Brand Community Management, Cultural Research Bureau, 25. – 42. (Persian).
- Hsieh, M.-H. (2004). Measuring global brand equity using cross-national survey data. Journal of International Marketing, 12(2), 28-57.
- Hyun Baek, T., & Whitehill King, K. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25(4), 260-272.
- Jordan, J. S., Walker, M., Kent, A., & Inoue, Y. (2011). The frequency of nonresponse analyses in the Journal of Sport Management. Journal of sport Management, 25(3), 229-239.
- Kapferer, J.-N. (2003). As marcas, capital daempresa: criar e desenvolver marcas fortes. PortoAlegre: Bookman.
- Keillor, B. D., D'Amico, M., & Horton, V. (2001). Global consumer tendencies. Psychology & Marketing, 18(1), 1-19.
- Lysonski, S. (2014). Receptivity of young Chinese to American and global brands: psychological underpinnings. Journal of Consumer Marketing, 31(4), 250-262.
- Mitchell, V.-W. (1999). Consumer perceived risk: conceptualisations and models. European Journal of Marketing, 33(1/2), 163-195.
- Murray, K. B., & Schlacter, J. L. (1990). The impact of services versus goods on consumers’ assessment of perceived risk and variability. Journal of the Academy of Marketing science, 18(1), 51-65.
- Moody, D., Mirkazemi, S. A., & Wahdadi, M (2015). The Relationship between Brand Features and brand Brand in Sport Shoes, Contemporary Research in Sport Management, 5, (9), 71-61(Persian).
- Okazaki, S., Mueller, B., & Taylor, C. R. (2010). Global consumer culture positioning: testing perceptions of soft-sell and hard-sell advertising appeals between US and Japanese consumers. Journal of International Marketing, 18(2), 20-34.
- Özsomer, A., & Altaras, S. (2008). Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework. Journal of International Marketing, 16(4), 1-28.
- Refuel Agency (2015). What makes college consumers so valuable to marketers? Retrieved fromhttp://www.refuelagency.com/expertise/college-marketing.
- Steenkamp, J.-B. E., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65.
- Strizhakova, Y., & Coulter, R. A. (2015). Drivers of local relative to global brand purchases: A contingency approach. Journal of International Marketing, 23(1), 1-22.
- Swait, J., & Erdem, T. (2007). Brand effects on choice and choice set formation under uncertainty. Marketing science, 26(5), 679-697.
- Talay, M. B., Townsend, J. D., & Yeniyurt, S. (2015). Global brand architecture position and market-based performance: the moderating role of culture. Journal of International Marketing, 23(2), 55-72.
- Taylor, C. R., & Okazaki, S. (2015). Do global brands use similar executional styles across cultures? A comparison of US and Japanese television advertising. Journal of Advertising, 44(3), 276-288.
- Yoh, T., Chen, H. Y., & Jang, I. (2016). Utilitarian and Hedonic Consumption Values on American College Students’ Athletic Footwear Purchase Intention. International Journal of Academic Research in Business and Social Sciences, 6(12), 307-320.
- Zhou, L., Teng, L., & Poon, P. S. (2008). Susceptibility to global consumer culture: A three‐dimensional scale. Psychology & Marketing, 25(4), 336-351.
- Ali, R, N., Mohsen. R., & Hossein. B. (2012). The survey of consumer behavior behavior in relation to foreign brands against domestic brands, Development Management, 8, 47- 56. (Persian).
)