The Impact of Perceived Brand Globalness on Consumers' Purchase Intention and the Moderating Role of Consumer Ethnocentrism: An Evidence from Vietnam

The aim of this research is to examine the effect of perceived brand globalness on consumers' purchase intention, noting the mediating roles of perceived brand prestige and quality, brand social responsibility, and the moderating roles of consumer ethnocentrism. Survey data collected from 613 consumers in Vietnam was analyzed to provide evidence. Results from the partial least squares structural equation modeling (PLS-SEM) using the SmartPLS 3.0 program indicated that there was a positive impact of perceived brand globalness on consumers' purchase intention; this was mediated partially through perceived brand prestige and quality, and brand social responsibility. Moreover, this study also found the moderating effects of consumer ethnocentrism on the impacts of perceived brand globalness on consumer's purchase intention and on perceived brand quality. Consumer ethnocentrism dampened the positive association between perceived brand globalness and perceived brand quality as well as reduced purchase intention of Vietnamese consumers. The finding also implies that marketers should build a suitable marketing strategy to heighten consumers' purchase intention.