| Autor: |
Emilia Septiani, Ni Nyoman Kerti Yasa, Ni Wayan Ekawati, I Putu Gde Sukaatmadja |
| Jazyk: |
angličtina |
| Rok vydání: |
2024 |
| Předmět: |
|
| Zdroj: |
Asian Management and Business Review, Vol 4, Iss 2 (2024) |
| Druh dokumentu: |
article |
| ISSN: |
2775-202X |
| DOI: |
10.20885/AMBR.vol4.iss2.art6 |
| Popis: |
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. |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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