Brand attitude and purchase intention of domestic and foreign brands: The role of cosmopolitanism in emerging markets
Subject Areas : marketingElnaz Toumari 1 , ّFarokh Ghuchani 2 , Masoumeh Jafari 3
1 - Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Department of Public Administration, Shahid Beheshti University, Tehran, Iran.
3 - Department of Business Management, Tehran East Branch, Islamic Azad University, Tehran, Iran
Keywords: cosmopolitanism, brand attitude, intention to buy domestic brands, intention to buy foreign brands, emerging markets.,
Abstract :
Today, emerging markets have been the focus of marketers as countries that are transitioning from developing stage to developed stage. Emerging markets are the engines of world growth, but consumer behavior in these markets is significantly different from developed countries. This study was conducted with the aim of determining the effect of cosmopolitanism on brand attitude and intention to purchase domestic and foreign brands of customers in the country as an emerging market. The research is applied in terms of purpose and descriptive-survey in terms of method. The statistical population of research includes all customers of health and cosmetic products in Tehran, considering unlimited population, the minimum sample size was determined by Cochran's formula to be 384 people. The samples were selected by the available non-probability sampling method. The research data collection tool was a standard questionnaire whose validity was confirmed based on face validity and reliability with Cronbach's alpha coefficient. The data were analyzed using structural equation modeling method with partial least squares approach with SmartPLS software. The results showed that cosmopolitanism has a significant effect on brand attitude. It was also found that cosmopolitanism has a significant effect on intention to buy domestic and foreign brands. These results show that consumer cosmopolitanism makes consumers in developing markets prefer not only foreign brands but also domestic brands. The results of this research can increase the understanding of domestic and foreign brand marketers about the effects of cosmopolitanism of emerging market consumers on purchase intention and brand attitudes.
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