Local Brand Purchase Likelihood: an Investigation of Antecedents to Increase Consumer Preference

Emerging markets (EMs) represent an important business opportunity for international firms (Fidelity, 2013). Local brands in emerging markets often face tough competition from foreign brands (Holt, Quelch, & Taylor, 2004; Moslehpour & Yumnu, 2014), It is critical therefore to understand what makes one local brand more attractive for consumers than others (Batra, Ramaswamy, Alden, Steenkamp, & Ramachande, 2000; Özsomer, 2012); the reasons behind this are largely unknown and this paper therefore aims to address this phenomenon. We draw upon the extant literature on Consumer Culture theory and Signalling theory, to develop a theoretical framework for studies 1 & 2.

Citation:

Miguel Angel López-Lomelí, Jorge Eduardo Gomez-Villanueva, and Joan Llonch-Andreu (2017) ,"Local Brand Purchase Likelihood: an Investigation of Antecedents to Increase Consumer Preference", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 99-100.