Influence of consumer cosmopolitanism on purchase intention of foreign vs local brands: a developing country perspective

Abstract

Purpose: This study investigates the role of consumer cosmopolitanism on consumer attitudes and purchase intentions (PIs) towards foreign and local brands. Design/methodology/approach: The responses were collected on a structured questionnaire through a consumer survey. The data were then analysed through structural equation modelling (SEM). Findings: The results depict the positive influence of consumer cosmopolitanism on consumer attitudes towards foreign brands, which positively influences PIs towards foreign brands and negatively influences the PIs of local brands. Further, the mediating role of perceived quality was observed in explaining the consumer preference towards foreign and domestic brands. Practical implications: Finally, the study concludes by providing implications for marketing scholars and managers of global and local brands. Originality/value: The paper examines the underlying mechanisms related to consumer cosmopolitanism and its role in influencing the foreign and local brand purchase.