Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context

Abstract

Purpose – The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived globalness, perceived local iconness and perceived authenticity. Design/methodology/approach – A structured questionnaire was used for data collection. Systematic random sampling using the mall intercept technique was used to collect cross-sectional data from 836 customers in India. Hypotheses were tested by using structural equation modeling with AMOS 21. Findings – The results demonstrate the significance of brand credibility on purchase intentions. Furthermore, brand globalness differentially influence brand credibility for global and domestic brands. Research limitations/implications – The findings provide key insights for marketers regarding consumer evaluation of global brands and domestic brands in emerging markets. Originality/value – This study contributes to the literature by proposing and testing the key role of brand credibility in consumer choice of global brands versus domestic brands in an emerging market context.