Branding in a global marketplace: The mediating effects of quality and self-identity brand signals

摘要: Abstract Research documents that consumers with a stronger belief in global citizenship through brands (GCGB) view branded products as more important and prefer to local brands. We test the mediating effects of consumer use quality self-identity brand signals on relationships between GCGB importance attributed (Study 1: U.S. Russia) well purchases 2: U.S., U.K, Russia). Our research establishes involvement revolves around consumers' self-identity. In developing country, results document mediation for both purchases. developed countries, we find is explained by greater signals, whereas are signals. Overall, likely symbolic express their identity brands, provides distinct competitive advantage countries.