Cultural Identity, Consumer Ethnocentrism And Purchase Intentions: Mediating Role Of Brand Preference And Moderating Role Of Brand Equity

Abstract

The objective of research is to examine the effect of cultural identity and consumer ethnocentrism on brand preference. And also check their impact on the purchase intentions of consumers. And examines their distinctive effects on brand preference and purchase intentions with respect to domestic and imported apparel brands. Collecting data from 210 apparel consumers of Faisalabad, findings of this study demonstrate that, both cultural identity and consumer ethnocentrism influence brand preference and purchase intention of consumers. When the level of cultural identity and consumer ethnocentrism high then consumers prefer domestic brands and when it is low then consumers prefer imported brand. Results also show that brand preference partially mediates the relationship between cultural identity and purchase intentions. This study also verify the moderation role of brand equity between these variables. At the end managerial implication and theoretical contribution which are established on results also provided.