Conscious Consumption Ideology and Brand Values Perception

In modern terms, a new view of consumption is being formed, its impact on human health and the natural environment surrounding it, the commitment to the principles of a healthy lifestyle and a conscious attitude to the surrounding world is growing. As a reflection of these ideas, the trend for conscious, ethical consumption is actively developing. In response to the rapid development of digital communications of consumers and the formation of new demand parameters, there are changes in the market positioning of brands of companies around the world, so it is important to understand the vectors of these changes and the intensity of their impact. It is necessary to assess the real relevance of these issues, in particular, for the Russian markets. including representatives of various, especially youth, consumer audience. The purpose of this study is to obtain evidence of the use of the ideology of conscious consumption in the promotion of leading domestic and foreign brands represented on the Russian market on the example of clothing brands, as well as to test the perception of this ideology among young consumers. The applied methodology for analyzing the marketing content of leading foreign and Russian brands on the Internet showed a slight use of social and ethical parameters in marketing, and the survey of representatives of the youth audience of consumers of premium brands on the examples of clothing brands demonstrated that the parameters of conscious consumption are important for the surveyed youth audience, but differently affect their perception of the brand value.

Consumer Response to Patriotic Ads for Domestic Versus Foreign Brands in Contexts of International Sporting Events: The Role of National Identity Activation and Group Emotion

An individual possesses multiple social identities, and different identities are temporarily salient at different points in time. A particular social identity, such as national identity (NI), may have little or no impact on consumer response unless that identity is activated. This study explores how NI activated through different contexts of international sporting events and associated group-based emotions (happiness vs. anger) would exert differential influence on consumers’ responses to patriotic ads. Further, this study proposes that this effect would vary depending on the corporate origin of the brand, which refers to whether the advertised brand is domestic or foreign. Findings show that (1) while both happiness and anger improve consumer responses to patriotic ads, such an effect is significantly stronger in the happiness-eliciting context, and (2) while NI activation in the happiness-eliciting context has an effect on increasing consumers’ responses to patriotic ads regardless of the corporate origin of the brands, the effect of activating NI is greater for a domestic (vs. foreign) brand in the anger-eliciting context. This study contributes to extending previous findings by applying two important variables—contexts of activating NI that elicit specific group-based emotions and a corporate origin of the brand—that influence consumer response to a patriotic ad.

Foreign Product Preference among Indian Consumers: The Role of Product Reviews, Word of Mouth and Quality of Shared Information

Decades post 1990 have seen rapid globalisation and technological advancement in the field of e-commerce, exposing consumers in emerging economies to an earlier unavailable wider range of foreign products and brands. Although the preference for both foreign and domestic products largely depends on consumer biases, studies show that shared information can influence consumer decision-making. This study aims to investigate the Indian consumers’ intentions towards foreign brands for apparel products. Using the theoretical foundation of the Theory of Planned Behaviour (TPB) and Social Exchange Theory (SET), the collected primary survey of 204 Indian consumers across a single product category (apparel) was analysed using Structural Equation Modelling (SEM). The study determined that both “product reviews” and “informal word-of-mouth” discussions have a positive and significant impact on consumer’s preference towards foreign brands. Further, the quality of information shared also plays a significant role in foreign brand preference. We also found evidence that an increase in income positively influences behaviour, however, the level of education has a negative influence. The findings of the study might serve as a roadmap for any foreign apparel brand looking to establish itself in an emerging market like India.

Buy domestic or foreign brands? The moderating roles of decision focus and product quality

PurposeThis article sought to explore the effect of brand origin on consumer preference and examine the moderating effects of decision focus (buying for self vs buying for others) and product quality.Design/methodology/approachThe authors conducted two studies to test our hypotheses. In Study 1, the authors explored consumers' general preferences for domestic and foreign brands. Based on the evidence, Study 2 further explored the moderating roles of decision focus and product quality.FindingsIn general, consumers in developing countries prefer foreign brands. The effect can be moderated by the decision focus that this preference will be more obvious when consumers buy for others than when they buy for themselves. Product quality can also moderate the role of decision focus; in other words, consumers' preference for foreign brand when buying for others will be stronger when the product quality is low than when the product quality is high.Practical implicationsForeign brands have a natural appeal to local consumers in developing countries. Moreover, foreign brands can also invoke consumers' awareness of buying for others (such as giving gifts) to boost sales. Domestic brands are at a disadvantage comparing to foreign brands, but they can increase their attractiveness by invoking consumers' awareness of rewarding themselves. In addition, domestic brands need to improve product quality to fundamentally improve their competitiveness.Originality/valueThe research contributed to literature by combining decision focus and product quality in studying consumer preference for domestic and foreign brands from the perspective of construal level theory, which provides valuable insights in the field of international marketing and consumer behavior.

The animosity transfer process: consumer denigration of foreign sponsors and testing potential mitigation strategies

PurposeSponsorships involving foreign brands are ubiquitous, but those involving a company from an animosity-evoking country can adversely affect rather than enhance domestic consumers' attitude towards the brand. This paper explains the mechanisms by which brand denigration occurs, introducing and validating a model of the animosity transfer process as well as considering if various framing and timing strategies attenuate or lead to adverse consumer responses.Design/methodology/approachStudy 1 tests the animosity transfer model, utilizing a scenario in which English consumers respond to a German brand sponsoring the England soccer team. Study 2 assesses the generalizability of the model in the context of Indian consumers' responses to sponsorship of their cricket team by a Chinese company, and the extent to which an honest framing of the sponsorship choice through the announcement affects outcomes. Study 3 returns to an England–Germany country dyad, testing whether priming consumers with information about the sponsorship prior to a full announcement, attenuates or intensifies the impact of animosity on the studied outcomes.FindingsThe three studies demonstrate that when consumers learn of a sponsorship, it triggers an evaluation process in which the agonistic emotion (anger) they feel plays a pivotal role. More intense emotional appraisals weaken perceptions of sponsor-sponsee congruence, which together act as consecutive process variables mediating the relationship between animosity and sponsorship outcomes. Framing the sponsorship announcement with an honest justification for the partnership can improve outcomes but not amongst those with the highest animosity. Providing consumers with an advanced warning (preannouncement) of the sponsorship also amplifies consumers' unfavorable evaluations showcasing how difficult animosity is to manage in this context.Originality/valueThe animosity transfer model aids understanding of the mechanisms by which animosity affects brand attitude for foreign (out-group) sponsors. It identifies how animosity generates agonistic emotions and in turn weakens perceived fit between the sponsor and sponsee, leading to adverse consumer responses.

Influence of consumer cosmopolitanism on purchase intention of foreign vs local brands: a developing country perspective

PurposeThis study investigates the role of consumer cosmopolitanism on consumer attitudes and purchase intentions (PIs) towards foreign and local brands.Design/methodology/approachThe responses were collected on a structured questionnaire through a consumer survey. The data were then analysed through structural equation modelling (SEM).FindingsThe results depict the positive influence of consumer cosmopolitanism on consumer attitudes towards foreign brands, which positively influences PIs towards foreign brands and negatively influences the PIs of local brands. Further, the mediating role of perceived quality was observed in explaining the consumer preference towards foreign and domestic brands.Practical implicationsFinally, the study concludes by providing implications for marketing scholars and managers of global and local brands.Originality/valueThe paper examines the underlying mechanisms related to consumer cosmopolitanism and its role in influencing the foreign and local brand purchase.

The Effects of Country-Image and Animosity on Asian Consumers’ Responses to Foreign Brands

This study investigates the effects of country image and animosity on brand quality evaluation and purchasing intention among Asian consumers. Data was collected from Chinese (n = 540) and South Korean (n = 360) consumers. Two brands Sony and Dell, originating from countries-target of animosity, respectively Japan and the US, were designated as foreign brands. The model was empirically tested with structural equation modeling. The results highlight the key role of the country image-brand quality association to leverage the purchase intention, in a context of animosity. Although the country image of both US and Japan is negatively affected by Chinese and South Korean animosities, it would still impact positively the evaluation of the quality of their respective brands, which would, in turn, increase the purchase intention. In particular, the results show that Japan’s country image would have an indirect (i.e. through the brand quality path) and direct effects on the purchase intention, however, “the US country image has only an indirect effect on the purchase intention”. Herein, Chinese and South Korean consumers would not buy US brands per se unless the country’s image relates to the argument of brand quality.

Determinants of choosing a foreign brand in emerging economy: lessons and implication for the local entrepreneurs

Purpose It is evident that the local small and medium enterprises of Bangladesh suffered in the competition because of the strong presence of foreign brands in the market. The purpose of this study is to figure out the factors influencing consumers to purchase a foreign brand predominantly among young consumers. Design/methodology/approach It is a quantitative study considering 257 young demographics as respondents. They are drawn randomly. Confirmatory factor analysis, regression analysis and a path model of structural equation model using AMOS graphics software are used in this study to analyze the data. Findings This study finds two out of three identified variables are influencing the foreign product purchase for the young Bangladeshi consumers. Brand value and product features of the given foreign product are the most dominant factors behind this adoption. However, a significant relationship between product quality and brand choice is not evident in this study. Research limitations/implications It will give a clue to the small or medium startup of the country that normally target the young customer but face challenges to understand their mind and sometimes lagging because of the strong presence of the international brands. Originality/value A comprehensive review of the literature suggests that not so many studies took place that determines the respective factors behind the purchase of foreign brands particularly among young demographics of a lower middle income developing nation.

PECULIARITIES OF THE CONSUMER PERCEPTION OF UKRAINIAN AND FOREIGN BRANDS

Ensuring sustainable competitive advantages is the main goal of the company in a chaotic and unpredictable change in the business environment. Sustainable and long-term competitive advantages are formed mainly on the basis of the new combinations or new ways of using intangible assets: they give impetus to the company's development and innovation in a rapidly transforming environment. One of such unique assets of the enterprise becomes a brand. The brand is the bearer of the value of the product in the consumer perception, and is often more attractive to the consumer than the actual consumer value of the product. Consumer perception of the brand is determined by a large number of factors, including personal and psychological factors that reflect the patterns of human consumer behavior and order its coexistence habits. The study of these aspects of consumer behavior is an extremely important task of marketing. The subject of the research is theoretical-methodical and practical aspects of peculiarities and factors of consumer perception of Ukrainian and foreign brands. The purpose of the article is to form a theoretical and methodological basis for determining and comparing the characteristics of the perception of domestic and foreign brands by Ukrainian consumers with different socio-demographic characteristics. In line with this goal, the research methodology is based on the use of expert survey methods to determine the characteristics of consumer perception of brands using Google Forms. The sample size is 169 people. Respondents were asked to rate 14 foreign and 11 Ukrainian most popular clothing brands according to selected parameters. To confirm the hypotheses formed in the study, the calculation of the Fisher's angular transformation criterion φ was used. According to the results of the study of features and factors of consumer perception of Ukrainian and foreign brands by Ukrainian consumers, the hypotheses about the greater commitment of Ukrainian consumers to foreign brands was confirmed (consumer perception of the ZARA brand exceeds the perception of the H&M brand, consumer confidence in foreign brands exceeds the trust in Ukrainian brands). Fisher's angular transformation criterion is used to confirm the hypotheses.