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The antecedents of purchase intention of local brands: A systematic literature review

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  • Emilia Septiani
  • Ni Nyoman Kerti Yasa
  • Ni Wayan Ekawati
  • I Putu Gde Sukaatmadja

Abstract

This study reviews and summarizes empirical findings on the determinants of local brand purchase intentions over the past five years. It aims to provide a comprehensive understanding of the literature for future researchers by using a systematic literature review approach to identify key influencing factors. A total of 34 empirical research articles from 2018 to 2022 were reviewed. The dominant theory applied was brand management, found in nine articles (26%), followed by social identity theory in four articles (11.8%), consumer behavior in three articles (8.9%), and country of origin in two articles (5.9%). Most studies focused on emerging or developing countries. The review identified six main theories used to explain local brand purchase intentions: brand management, consumer behavior, consumer culture positioning, country of origin, social identity, and the theory of reasoned action. The findings highlight a strong correlation between these theories and the likelihood of purchasing local brands, though results varied. Further research is needed to understand the complex interplay of these factors fully.

Suggested Citation

  • Emilia Septiani & Ni Nyoman Kerti Yasa & Ni Wayan Ekawati & I Putu Gde Sukaatmadja, 2024. "The antecedents of purchase intention of local brands: A systematic literature review," Asian Management and Business Review, Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 4(2), pages 260-275.
  • Handle: RePEc:uii:jrambr:v:4:y:2024:i:2:p:260-275:id:34254
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