Global brands or local heroes? A comparative study of Egyptian consumer perceptions and behaviors in the fashion and apparel industry

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2023-06-20 DOI:10.1108/ajb-09-2022-0161

Iman Boseila, A. Mahrous, E. Abouaish

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引用次数: 0

Abstract

PurposeThe paper examined the impact of brand-identity expressiveness and perceived brand value that was neglected in prior literature, in addition to perceived brand quality and prestige, on behavioral intention. Research also tests if certain consumer values moderate this relationship.Design/methodology/approachMall-interception technique was used. Also, partial least square-structural equation modelling (PLS-SEM) was used to analyze data and test research hypotheses.FindingsResults indicate that perceived brand globalness (PBG) and perceived brand localness (PBL) are significantly positively associated with perceived quality and prestige. Besides, the inclusion of brand-identity expressiveness and perceived brand value was supported. PBL showed a greater association with brand identity expressiveness compared to PBG, different from previous findings. Furthermore, the total indirect effect of PBG on behavioral intentions was significant through the routes of perceived quality and prestige, compared to a weak and non-significant effect for PBL through the quality route.Originality/valueThis study proposes a comprehensive model testing additional pathways through which global and local brands can boost their preferences.

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全球品牌还是本土英雄?埃及消费者的观念和行为在时尚和服装行业的比较研究

目的本研究旨在探讨以往文献忽略的品牌认同表达和感知品牌价值，以及感知品牌质量和声誉对行为意向的影响。研究还测试了某些消费者价值观是否会调节这种关系。设计/方法/方法使用了马尔拦截技术。采用偏最小二乘结构方程模型(PLS-SEM)对数据进行分析，并对研究假设进行检验。研究结果表明，感知品牌全球性(PBG)和感知品牌局部性(PBL)与感知质量和声誉显著正相关。此外，品牌认同表达性和感知品牌价值的纳入也得到支持。与以往的研究结果不同，PBL与品牌认同表达的关联更大。此外，通过感知质量和声誉途径，PBG对行为意图的间接影响显著，而通过质量途径，PBG对行为意图的间接影响微弱且不显著。原创性/价值本研究提出了一个全面的模型，测试全球和本地品牌提高消费者偏好的其他途径。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.