Global Brand Concept Analysis

1.4.1 Global Brand Concept

A global brand is considered as a variable that refers to the effects of globalization on consumers’ behaviour because many consumers believe that the global brands create high quality and brand value over the local brands (Scully, 2010). This perception influences their behaviour towards the global brand positively even though it may not be better than the local brand. They prefer the global brands to enhance the level of their satisfaction in life and have a high believe that what they are purchasing is of high quality (Sandıkcı, et al., 2015). Abyad (2011) argued that consumer satisfaction is influenced by the two variables of globalization: the perceived value of global brands and the importance of faith.

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The need to adopt the western lifestyle is one of the main factors that has been seen an increase in the demand of the global brands. In many countries within the GCC region, there is a high consumption of global brand products by consumers who want to mimic the western lifestyle. Gupta (2011) also explains how demographic tools can be used to compare the demand of products being sold to the customers. His research showed that young consumers have little differences compared with elderly consumer towards acceptance of global brand after local brand, and high income class has higher levels to that of lower income. However, the consumers’ acceptance of global brands over local brands is attributed to have a stronger impact of globalization on consumer acculturation (Gupta, 2012).Gupta (2013) has found that aged and lower income level consumers as well as graduates and under-graduate students have a huge decline in behavioural and attitudinal acculturation of consumer culture in comparison with the younger, higher income level consumers and postgraduate students. Moreover, the highest behavioural acculturation of consumer culture between other variables are using and owning foreign

Ardalan (2008) states that the era of globalization is a great period to maintain the development of economic, social, and political aspect of the government internationally. It is implemented to avoid the poverty and create opportunities for jobs, ideas, identities, practices and values. Globalization is a powerful social force which is based on free market principles affecting people, from wealthy countries such as executive positions and others who occupy prominent position in the government, where they attempt to distort the social reality through oration and social process grants of globalization within their own market