TY  - BOOK
AU  - Iman Abdelhalim Boseila 
AU  - Abeer A. Mahrous , 
AU  - Ehab Mohamed Abouaish , 
TI  - The effect of global versus local brand perceptions on consumers{u2019} behavioral intentions in an emerging market context / 
PY  - 2021///
CY  - Cairo : 
PB  - Iman Abdelhalim Boseila  , 
KW  - Brand identity expressiveness
KW  - Perceived brand globalness
KW  - Perceived brand localness
N1  - Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration; Issued also as CD
N2  - The main purpose of this paper is to test additional pathways through which global and local  brands can boost their preference. It introduces a comprehensive model explaining consumers{u2019}  preferences for local and global alternatives in emerging markets{u2019} context. Research also tests if  certain consumer values such as ethnocentrism, materialism, and susceptibility to normative  influence moderate this relationship. Mall-interception technique was used to collect data.  Results from PLS-SEM indicate that both PBG and PBL show a significant positive association  with perceived brand quality (Ý=0.462 for PBG vs. 0.326 for PBL, p < .001) and prestige  (Ý=0.477 for PBG vs. 0.454 for PBL, p < .001). Besides, the inclusion of two additional  pathways is supported through which global and local brands can boost their preference; brand  identity expressiveness (Ý=0.263 for PBG vs. 0.462 for PBL, p < .001) and perceived brand  value (Ý=0.289 for PBG vs. 0.258 for PBL, p < .001). The most novel finding is that PBL exerts  a stronger association with perceived brand identity expressiveness compared to PBG.  Furthermore, regarding the specific indirect effect, the results point out that PBG affect  behavioral intentions mainly through the routes of perceived quality (Ý=0.156, p = .006) and  perceived prestige (Ý=0.096, p= .045), while PBL affect behavioral intentions only through  quality (Ý=0.137, p= .002). Moreover, PBG has a significant total indirect effect (Ý=0.284, p <  .001) on behavioral intentions, compared to a weak and non-significant total indirect effect  (Ý=0.064, p = .247) for PBL. Therefore, compared to PBL, PBG turns to be more influential in  raising consumers' behavioral intentions in an emerging market context. Finally, only  ethnocentrism demonstrated a significant moderating effect, but not in line with most previous  findings
UR  - http://172.23.153.220/th.pdf
ER  -