Global versus local brand preference formation in food products

By: Material type: TextTextPublication details: Ahmedabad Indian Institute of Management 2023Description: 322p.; ill. Includes tables and figuresSubject(s): DDC classification:
  • TH 2023-19
Summary: Brands have come to play a major role in consumer decision-making, and in this, the brand identity, which includes its perceived global and local nature, can play a very significant role. But there is inconsistent evidence in the literature about how consumers’ preferences for global and local brands are formed. The evidence mostly talks about non-food product categories, and the explanations for global brand preference, such as perceived higher quality, prestige, and social status signalling and global consumer culture associations, are well established and accepted, but the explanations for local brand preference are still contested. Food products with global and local brands provide a good background to understand global versus local brand preference formation since food often has global and local origin associations. This thesis examines how food product category characteristics, consumer dispositions of global-local identity, and consumer ethnocentrism may influence preference for a global or a local food brand. It also studies how the product category characteristics, global-local identity, and consumer ethnocentrism influence the relationship between Perceived Brand Globalness (PBG) or Perceived Brand Localness (PBL) in the global versus local brand preference in the case of food brands. It uses schema theory (Fiske, 2014; Fiske & Taylor, 1991) to explain how the properties of a food product category – utilitarian, hedonic and symbolic benefits- influence preference for global versus local brands. The information about product category characteristics stored in the brand and product category schema in a consumer’s mind is associated with the consumer’s global/local brand preference. This work also uses the social identity theory (Tajfel et al., 1979) to explain how consumer dispositions of global-local identity and consumer ethnocentrism are associated with global and local brand preferences for food brands.
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Item type Current library Collection Shelving location Call number Status Date due Barcode
Thesis (FPM) Vikram Sarabhai Library Non-fiction Reference TH 2023-19 (Browse shelf(Opens below)) Not for Issue (Restricted Access) CD002718

Thesis Advisory Committee
Prof. Vasant Gandhi (Co- Chair Person)
Prof. Anand Kumar Jaiswal (Co- Chair Person)
Prof. Arnab Kumar Laha (Member)

Brands have come to play a major role in consumer decision-making, and in this, the brand identity, which includes its perceived global and local nature, can play a very significant role. But there is inconsistent evidence in the literature about how consumers’ preferences for global and local brands are formed. The evidence mostly talks about non-food product categories, and the explanations for global brand preference, such as perceived higher quality, prestige, and social status signalling and global consumer culture associations, are well established and accepted, but the explanations for local brand preference are still contested. Food products with global and local brands provide a good background to understand global versus local brand preference formation since food often has global and local origin associations.
This thesis examines how food product category characteristics, consumer dispositions of global-local identity, and consumer ethnocentrism may influence preference for a global or a local food brand. It also studies how the product category characteristics, global-local identity, and consumer ethnocentrism influence the relationship between Perceived Brand Globalness (PBG) or Perceived Brand Localness (PBL) in the global versus local brand preference in the case of food brands. It uses schema theory (Fiske, 2014; Fiske & Taylor, 1991) to explain how the properties of a food product category – utilitarian, hedonic and symbolic benefits- influence preference for global versus local brands. The information about product category characteristics stored in the brand and product category schema in a consumer’s mind is associated with the consumer’s global/local brand preference. This work also uses the social identity theory (Tajfel et al., 1979) to explain how consumer dispositions of global-local identity and consumer ethnocentrism are associated with global and local brand preferences for food brands.

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