The role of global brand familiarity, trust and liking in predicting global brand purchase intent: a Hungarian–American comparison. (20th December 2011)

• Record Type: Journal Article
• Authors: Deli-Gray, Zsuzsa; Haefner, James E.; Rosenbloom, Al
• Is Part Of: International journal of business and emerging markets. Volume 4:Number 1(2012)
• Page Start: 4
• Page End: 27
• Publication Date: 2011-12-20
• Subjects: global brands -- COO -- country of origin -- brand familiarity -- brand trust -- brand liking -- business -- emerging markets -- global brand purchase -- emerging market – developed country comparison; International business enterprises -- Developing countries -- Periodicals; Investments -- Developing countries -- Periodicals; Globalization -- Economic aspects -- Periodicals; 338.888172405
• Languages: English
• ISSNs: 1753-6219

Abstract

This paper studies 20 global brands and attempts to understand how four brand constructs (Country of Origin (COO), familiarity, liking and trust) might influence the purchase intent of consumers living under different economic conditions. Study respondents were a random selection of adult consumers living in an emerging market economy, Hungary, and in an advanced market economy, the USA. Stepwise multiple regressions found significant differences between global brand purchase intent between these two consumer groups. The major study findings are the importance of global brand trust and liking as predictors of global brand purchase intent in Hungarian consumers and the unimportance of knowing a brand's COO in both Hungarian and US consumers.