A Preference Effective Factors investigation of Global and Local Brands with Emphasis on Brand Features and Social Identities

Consumers in developed countries accept global retailers more in comparison with others. It is affected by positive psychological and emotional feelings and perceptions about the brand’s globalization. Global brands make a positive implicit implication based on consumers’ membership in global society or global citizenship identity. In this research, the literature about global and local brands have been reviewed, and the aim is to study the psychological variables and mediator variables which describe consumers’ behavior about brands. So, this research is descriptive survey research. Data analysis method and hypotheses test: the results of the questionnaires have been analyzed with SPSS, and multivariate correlation is used for testing hypotheses and shows consumers who prefer local brand emphasis of nationality identity but using global brands guaranteed membership in the global society and improve consumers’ imagination as an incident and high-class person.

Keywords:

Brand Preference , Global Brands and Local Brands , Brand Features , Social Identity