The impact of consumers’ traveling and media activities on consumer behaviour towards purchasing global brands
The main objective of this research is an analysis of the impact that consumer travel and the presence of global brands in the media have on the attitudes and intentions which consumers have regarding the purchase of these brands. In order to analyse previously mentioned relationships between the variables, an empirical study was conducted as well as statistical analysis of the obtained data. Testing of hypotheses and relationships between variables was performed using structural equation modelling (SEM). The research results indicate that consumer travel and media activities of global companies have a positive and statistically significant impact on attitudes which consumers have regarding the purchase of global brands, and that attitudes have a very strong and positive impact on consumers' intentions regarding future purchases of global brands. In addition, it has been found that female consumers, younger and middle-aged consumers, as well as consumers with higher levels of education are more prone to form intentions regarding the purchase of global brands. The study contributes to the existing scientific literature in the field of international marketing and brand management, since there are a certain number of papers in the field of global branding in the foreign scientific literature, while in the domestic scientific literature the mentioned area is relatively unexplored.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-t
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
Alden, D. L., Steenkamp, J-B. E. M., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1), 75–87. https://doi.org/10.2307/1252002
Alden, L. D., Steenkamp, J-B. E. M., & Batra, R. (2006). Consumer attitudes toward marketplace globalization: structure, antecedents and consequences. International Journal of Research in Marketing, 23(2), 227–239. https://doi.org/10.1016/j.ijresmar.2006.01.010
Anholt, S. (1999). Travel and tourism companies: Global brands. Journal of Vacation Marketing, 5(3), 290–295. https://doi.org/10.1177/135676679900500308
Appadurai, A. (1990). Disjuncture and difference in the global cultural economy. Theory, Culture & Society, 7(2), 295–310. https://doi.org/10.1177/026327690007002017
Appadurai, A. (1996). Modernity at large: cultural dimensions of globalization. Minneapolis, MI: University of Minnesota Press.
Atkinson, J. W. (1964). An Introduction to Motivation. Princeton, NJ: Van Nostrand.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation model. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/bf027
Baron, R. A. & Byrne, D. (1987). Social psychology: Understanding human interaction (5th ed.). Boston: Allyn & Bacon.
Beckmann, S., Botschen, G., Botschen, M., Douglas, S. P., Friese, S., & Nijssen, E. J. (2001). The worldminded consumer: An emic exploration. Advances in Consumer Research, 28, 138.
Byrne, B. M. (1998). Structural equation modeling with LISREL, PRELIS, and SIMPLIS: Basic concepts, applications, and programming. Hillsdale, NJ: Lawrence Erlbaum.
Cleveland, M., & Laroche, M. (2007). Acculturaton to the global consumer culture: Scale development and research paradigm. Journal оf Business Research, 60(3), 249–259. https://doi.org/10.1016/j.jbusres.2006.11.006
Cleveland, M., Erdoğan, S., Arıkan, G., & Poyraz, T. (2011). Cosmopolitanism, individual-level values and cultural-level values: A cross-cultural study. Journal of Business Research, 64, 934–943. https://doi.org/10.1016/j.jbusres.2010.11.015
Cleveland, M., Rojas-Mendez, J. I., Laroche, M., & Papadopoulos, N. (2016). Identity, culture, dispositions and behavior: A cross-national examination of globalization and culture change. Journal оf Business Research, 69(3), 1090–1102. https://doi.org/10.1016/j.jbusres.2015.08.025
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, Boston: Addison-Wesley.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with un-observable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Hair, J. F., Black, W. C., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate Data Analysis (6th ed.). Upper Saddle River, NJ: Prentice Hall.
Hannerz, U. (1990). Cosmopolitans and Locals in World Culture. Theory, Culture & Society, 7(2-3), 237–251. https://doi.org/10.1177/026327690007002014
Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). How global brands compete. Harvard Business Review, 82(9), 68–75.
Keillor, B. D., D'Amico, M., & Horton, V. (2001). Global consumer tendencies. Psychology and Marketing, 18(1), 1–19. https://doi.org/10.1002/1520-6793(200101)18:1<1::aid-mar1>3.0.co;2-u
Levitt, T. (1983). The globalization of markets. Harvard Business Review, 61(3), 39–49.
Nijssen, E. J., & Douglas, S. P. (2004). Examining the animosity model in a country with a high level of foreign trade. International Journal of Research in Marketing, 21(1), 23–38. http://doi.org/bt6rz3
Nijssen, E. J., & Douglas, S. P. (2008). Consumer world-mindedness, social-mindedness, and store image. Journal of International Marketing, 16(3), 84–107. https://doi.org/10.1509/jimk.16.3.84
Nijssen, E. J., & Douglas, S. P. (2011). Consumer world-mindedness and attitudes toward product positioning in advertising: An examination of global versus foreign versus local positioning. Journal of International Marketing, 19(3), 113–133. https://doi.org/10.1509/jimk.19.3.113
Nunnally, J. C. (1978). Introduction to psychological measurement, New York, NY: McGraw-Hill.
Özsomer, A. (2012). The interplay between global and local brands: A closer look at perceived brand globalness and local iconness. Journal of International Marketing, 20(1), 72–95. https://doi.org/10.1509/jim.11.0105
Özsomer, A., & Altaras, S. (2008). Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework. Journal of International Marketing, 16(4), 1–28. https://doi.org/10.1509/jimk.16.4.1
Pavlek, Z. (2000). Globalne marke u turizmu i prehrambenoj industriji [Global brands in cases from tourism and food industry]. Acta Turistica, 12(2), 173–197.
Peñaloza, L., & Gilly, M. C. (1999). Marketer acculturation: The changer and the changed. Journal of Marketing, 63(3), 84–104. https://doi.org/10.1177/002224299906300306
Šapić, S., Filipović, J., & Dlačić, J. (2019). Consumption in fast-food restaurants in Croatia and Serbia. British Food Journal, 121(8), 1715–1729. https://doi.org/10.1108/BFJ-04-2018-0264
Schuiling, I., & Kapferer, J-N. (2004). Executive insights: Real differences between local and international brands: Strategic implications for international marketers. Journal of International Marketing, 12(4), 97–112. https://doi.org/10.1509/jimk.184.108.40.206217
Sharma, P. (2011). Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness. Journal of International Business Studies, 42(2), 285–306. https://doi.org/10.1057/jibs.2010.16
Steenkamp, J-B. E. M., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53–65. https://doi.org/10.1057/palgrave.jibs.8400002
Vrkljan, S., & Bognar, Z. B. (2017). The model of key competitive factors of global chain hotels. 4th International Scientific Conference ToSEE - Tourism in Southern and Eastern Europe 2017 “Tourism and Creative Industries: Trends and Challenges” Opatija, Croatia, 4 - 6 May 2017, 631–644.
Walker, C. (1996). Can TV save the planet?. American Demographics, (May 18), 42–49.
Wilk, R. (1998). Emulation, imitation, and global consumerism. Organization and Environment, 11(3), 314–333. https://doi.org/10.1177/0921810698113003
Yip, G., & Hult, G. T. M. (2012). Total global strategy (3rd ed.). Boston, MA: Pearson.
Yoo, B., & Donthu, N. (2005). The effect of personal cultural orientation on consumer ethnocentrism. Journal of International Consumer Marketing, 18(1-2), 7–44. https://doi.org/10.1300/j046v18n01_02
Zeugner-Roth, K. P., Žabkar, V., & Diamantopoulos, A. (2015). Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective. Journal оf International Marketing, 23(2), 25–54. https://doi.org/10.1509/jim.14.0038
Copyright (c) 2020 Hotel and Tourism Management
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.