A Study On The Influence Of Perceived Brand Globness On Consumers’ Purchase Decision

With the development of economic globalization,a number of highly influential global brands have emerged.Compared with local brands,they deliver more quality and reliable information and are favored by global consumers,thus globalization of brands has become an effective way to enhance the competitiveness of enterprises.Chinese local brands are also actively engaged in globalization through various means,among which brands represented by the consumer electronics industry are flourishing in overseas markets.However,as uncertainties and risks in the global market have gradually increased in recent years due to factors such as COVID-19 and the international situation,many Chinese companies are refocusing on the domestic market with great potential and paying attention to the needs of domestic consumers.For Chinese brands moving from overseas markets to domestic markets,it is worth exploring whether their global image building is effective for domestic consumers’ purchasing decisions.In this paper,a literature review on perceived brand globalness,consumer purchase decisions,consumer brand trust and brand emotions,as well as consumer ethnocentrism and consumer promotion focus,reveals theories to be added in related fields.Therefore,this paper proposes a research hypothesis and builds a research model with the support of signaling theory and brand identity theory,and introduces brand emotion and brand trust as mediating variables,consumer ethnocentrism and facilitative focus as moderating variables with the help of consumer purchase decision framework.This paper selects Anker Anker brand as the main research object and conducts a two-fold study.In Study1,we first analyze the Chinese company Anker by analyzing its global brand building process and its impact on the domestic consumer market,followed by consumer interviews to initially elucidate the potential impact of perceived brand globalization on domestic consumer purchasing behavior.In Study 2,the process mechanism of this influence is further investigated in depth through questionnaire research and empirical methods.The findings show that(1)PBG positively influences consumers’ purchase likelihood through the mediation of brand trust and brand emotion(2)Consumers’ facilitative focus orientation positively moderates the influence of PBG on consumers’ purchase likelihood through the mediation path of brand trust and brand emotion(3)Consumer ethnocentrism only negatively moderates the overall influence process through the influence path of PBG on brand emotion.Finally,some suggestions for the development of brand globalization in China are proposed at the brand marketing level and at the policy level,respectively.In addition,the limitations of the study results are discussed and future research is proposed.