Global versus Local Context: The Impact of Global Identity and Self-construal

In this article, the authors combine consumer attitude toward global products (AGP) and attitude toward local products (ALP), with global brands attitude (AGB) and local brands attitude (ALB) in order to distinguish the effect of customers' personality on product versus brand attitude in the international marketing context. With survey data from 342 respondents in China, the results confirm our prediction: customers with higher independent self-construal will have more positive global product attitude; customers with higher interdependent self-construal will have more positive local brand attitude, which further confirmed the speculation in this paper. These findings validate the necessity and importance to consider consumers' espoused cultural and personality differences in context. Based on empirical analysis and findings, the authors make recommendations for international and local brand managers.