Consumers’ Global Versus Local Brand Choice in Foreign Contexts

Katharina Zeugner-Roth, IESEG School of Management, France
Claudiu Dimofte, San Diego State, USA
It is unclear what choices global travelers make (local/global brands) in categories for which the host nation is not renowned. We find that these choices are contingent upon consumers’ ethnocentrism and cosmopolitanism and their own country’s tradition in the category. Risk perceptions associated with local brands underlie the uncovered effects.
[ to cite ]:
Katharina Zeugner-Roth and Claudiu Dimofte (2013) ,"Consumers’ Global Versus Local Brand Choice in Foreign Contexts", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.