Pathways to Global versus Local Brand Preferences: The Roles of Cultural Identity and Brand Perceptions in Emerging African Markets

The effects of cultural identity on perceptions about and preference for global and local brands remain less understood. Using consumer cultural identity theory, this study tests assumptions that cultural identity drives perceived brand globalness and localness. It also examines how such perceptions shape brand value assessments and preference formation. The study draws on consumer data from two prominent emerging African markets, South Africa...