| Popis: |
This empirical study explored eight global branding constructs on the purchase intent for ten well-known global brands. The study compared Latvian consumers with consumers from the Republic of Georgia on each construct. Truncated versions of published scales related to consumer ethnocentrism, cosmopolitanism, global–local identity, global consumer culture were used in the study. Also explored were consumer perceptions related to the importance of knowing a brand’s country-of-origin, degree of brand familiarity, degree of brand trust and degree of brand liking. |
