概念化
社会认同理论
独创性
营销
业务
发展中国家
价值(数学)
身份(音乐)
心理学
透视图(图形)
测量数据收集
广告
社会心理学
经济
社会团体
创造力
计算机科学
经济增长
机器学习
人工智能
统计
物理
数学
声学
作者
C. Min Han,Hyojin Nam,Danielle Swanepoel
标识
DOI:10.1108/imr-05-2022-0130
摘要
Purpose The study draws primarily on social identity theory and conceptualizes perceived brand localness (PBL) as a signal of in-group membership to local consumers and investigates how it affects consumer trust and purchase intentions for foreign brands in developing countries in Asia. In addition, the authors examine boundary conditions for these hypothesized PBL effects. Design/methodology/approach Using consumer survey data from three countries in Southeast Asia (the Philippines, Vietnam and Myanmar), the authors empirically validate the positive effects of PBL on consumer trust and purchase intentions for foreign brands in developing countries. Findings The findings support the social identity theory conceptualization of PBL for foreign brands, in which it can create identification-based trust (Tanis and Postmes, 2005) and active ownership through a process of self-stereotyping (van Veelen et al ., 2015). Originality/value The findings suggest that social identity theory can be a promising theoretical framework for conceptualizing PBL and gaining a deeper insight into its mechanization and how it impacts consumers.
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