Title: The role of global brand familiarity, trust and liking in predicting global brand purchase intent: a Hungarian–American comparison

Authors: Zsuzsa Deli-Gray; James E. Haefner; Al Rosenbloom

Addresses: ESSCA School of Management, Czuczor u. 6, Budapest 1093, Hungary. ' College of Business and Health Care Administration, University of St. Francis, 500 Wilcox Street, Joliet, Illinois 60435, USA. ' Marketing and International Business, Dominican University, 7900 W. Division St., River Forest, Illinois 60305, USA

Abstract: This paper studies 20 global brands and attempts to understand how four brand constructs (Country of Origin (COO), familiarity, liking and trust) might influence the purchase intent of consumers living under different economic conditions. Study respondents were a random selection of adult consumers living in an emerging market economy, Hungary, and in an advanced market economy, the USA. Stepwise multiple regressions found significant differences between global brand purchase intent between these two consumer groups. The major study findings are the importance of global brand trust and liking as predictors of global brand purchase intent in Hungarian consumers and the unimportance of knowing a brand|s COO in both Hungarian and US consumers.

Keywords: global brands; COO; country of origin; brand familiarity; brand trust; brand liking; brands; global brand purchase; developed countries; comparisons; purchase intent; Hungary; USA; United States; brand constructs; adult consumers; market economies; advanced economies; advanced markets; stepwise multiple regressions; consumer groups; predictors; Adidas; Dannon; Gucci; H&M; Haier; Hyundai; IKEA; Kappa; L’Oreal; Lenovo; LG; Motorola; Nivea; Nokia; Panasonic; Philips; Puma; Samsung; Sony; Vodafone; Finland; China; Germany; France; Sweden; South Korea; Japan; consumer electronics; sporting goods; cosmetics; retailing; retailers; food industry; business; emerging markets; marketing.

DOI: 10.1504/IJBEM.2012.044316

International Journal of Business and Emerging Markets, 2012 Vol.4 No.1, pp.4 - 27

Available online: 01 Dec 2011 *

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