Title: The curious case of global branding: investigating the link between ethnic identity and consumer attitudes towards global brands

Authors: Harsandaldeep Kaur; Pranay Moktan

Addresses: University School of Financial Studies, Guru Nanak Dev University, Amritsar 143005, Punjab, India ' University School of Financial Studies, Guru Nanak Dev University, Amritsar 143005, Punjab, India

Abstract: There is a lack of empirical research on the impact of ethnic identity and cultural values on consumer attitudes towards global brands. The current research develops an integrated framework to address this gap. Further, the mediating effect of masculinity and collectivism is also explored. Data were collected from 456 respondents, and structural equation modelling was run on the proposed model so to gain insights into the numerous pertinent relationships. The results revealed that ethnic identity significantly influenced masculinity and collectivism. Furthermore, masculinity and collectivism were positively associated with consumer attitudes toward global brands. Also, a partial mediating effect of collectivism and masculinity was found between the relationship of ethnic identity and consumer attitudes towards global brands. The current research will provide global brand managers with a novel perspective of considering both ethnic identity, and masculinity and collectivism, while strategising to create positive consumer attitudes towards global brands.

Keywords: ethnic identity; collectivism; masculinity; consumer attitudes towards global brands; global brands.

DOI: 10.1504/IJICBM.2024.136803

International Journal of Indian Culture and Business Management, 2024 Vol.31 No.2, pp.123 - 144

Received: 05 May 2022
Accepted: 09 Jul 2022
Published online: 22 Feb 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article