Conceptualizing perceived brand globbiness vs localness: Insights into Malaysian consumer preferences and purchase intentions

Masran Tamin and Faerozh Madli and Suddin Lada and Nizhamuddin AB and Tinik Sugiati and Dean Nelson Mojolou (2025) Conceptualizing perceived brand globbiness vs localness: Insights into Malaysian consumer preferences and purchase intentions. International Journal of Research and Innovation in Social Science (IJRISS), 9. pp. 5834-5841. ISSN 2454-6186

Text FULLTEXT.pdf Restricted to Registered users only Download (454kB) | Request a copy

Abstract

As globalization intensifies and spreads, it becomes important for marketers to appreciate the way consumers perceive global and local brands. This study seeks to assess the impact of Perceived Brand Globbiness (PBG) and Perceived Brand Localness (PBL) towards brand trust, brand equity and purchase intention amongst Malaysian consumers. This study will employ Signaling Theory, the Consumer Based Brand Equity (CBBE) Model, and the Theory of Planned Behavior (TPB) to develop a conceptual framework to address these relations. The study uses quantitative research methods adopting purposive sampling techniques to engage 200 Malaysian consumers who purchase both global and local brands on a regular basis. Data analysis will be conducted in understanding the relationship between the variables. The findings are expected to indicate the factors that brand trust, brand equity and purchase intention in global versus local brand perception. This study will be beneficial to marketers in formulating plans that meet both local and global perspectives. The research provides the theoretical basis for the understanding of branding in pluralistic and developing market settings.

Item Type:	Article
Keyword:	Perceived Brand Globbiness (PBG), Perceived Brand Localness (PBL), Brand Trust, Purchase Intention.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-9999 Industries. Land use. Labor > HD28-70 Management. Industrial management > HD69 Other Including business consultants, capacity, size of industries, etc. T Technology > TH Building construction > TH1-9745 Building construction > TH9025-9745 Protection of buildings Including protection from dampness, fire, burglary
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	JUNAINE JASNI -
Date Deposited:	11 Nov 2025 12:13
Last Modified:	11 Nov 2025 12:13
URI:	https://eprints.ums.edu.my/id/eprint/45714

Actions (login required)

View Item