IDEAS home Printed from https://ideas.repec.org/a/ids/ijbema/v4y2012i1p4-27.html
   My bibliography  Save this article

The role of global brand familiarity, trust and liking in predicting global brand purchase intent: a Hungarian–American comparison

Author

Listed:
  • Zsuzsa Deli-Gray
  • James E. Haefner
  • Al Rosenbloom

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.

Suggested Citation

  • Zsuzsa Deli-Gray & James E. Haefner & Al Rosenbloom, 2012. "The role of global brand familiarity, trust and liking in predicting global brand purchase intent: a Hungarian–American comparison," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 4(1), pages 4-27.
    • Handle: RePEc:ids:ijbema:v:4:y:2012:i:1:p:4-27
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=44316
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Hong, EunPyo & Park, JungKun & Jaroenwanit, Pensri & Siriyota, Kampanat & Sothonvit, Arpasri, 2023. "The effect of customer ethnocentrism and customer participation on global brand attitude: The perspective of Chinese customer," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Keshab Ray & Meenakshi Sharma, 2021. "Antecedents and Outcomes of Brand Strength: A Study of Asian IT Organizations Towards Brand Sustainability," Corporate Reputation Review, Palgrave Macmillan, vol. 24(3), pages 128-142, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbema:v:4:y:2012:i:1:p:4-27. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=249 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.