Consumers’ preferences for global brands
: a study on portuguese consumers

  • Maria Ramos Pires dos Santos Guedes (Student)

Student thesis: Master's Thesis

Abstract

The aim of this research is to highlight the effect of consumer dispositions (specifically Consumer Ethnocentrism, Cultural Openness, and belief in Global Citizenship) on the importance consumers attach to global brands. Also, it evaluates the moderating role of age on the relationship between the consumer dispositions and the importance consumers attach to global brands. In an attempt to understand the consumer attitudes towards global brands, 367 online questionnaires were collected. To analyze the quantitative data gathered, simple linear regressions and moderation analysis were used. The results support the idea that culturally open consumers and consumers who believe in Global Citizenship attribute value to global brands. Furthermore, it was proved that age can act as a moderator in the relation between Consumer Ethnocentrism and the importance consumers attach to global brands. Thus, ethnocentric consumers attach value to global brands, hence having a bicultural identity. The outcomes of this study provide insights of the profile of consumers who value global brands. This study contributes to (1) the existing literature on the lack of consistent evidence of the influence of Consumer Ethnocentrism, (2) the idea that Cultural Openness and Global Citizenship through Global Brands have a positive influence on consumers attitudes towards global brands, and (3) the moderating role of consumer's age in the relation between Consumer Ethnocentrism and the importance consumers attach to global brands.
Date of Award28 Mar 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorSusana Silva (Supervisor) & Miriam Taís Salomão (Co-Supervisor)

Keywords

  • Global brands
  • Consumer ethnocentrism
  • Cultural openness
  • Global citizenship through global brands
  • Consumer attitudes
  • Global brands importance
  • Portugal

Designation

  • Mestrado em Gestão

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