The impact of perceived brand globalness on consumer purchase intention; study of Pakistan automobile industry

Abstract

This study examines the relation between perceived brand globalness (PBG) and consumer purchase intention by investigating automobile industry. The study also examines the influence of brand image and perceived brand quality for consumer purchase intention. The Survey is inducted with Pakistani consumers to evaluate automobile brands. In this regards Japanese automobile brands Honda was used to measure the level of globalness and their effect on purchase intentions. In this regard the other independent variables brand image and perceived brand quality as also be used to investigate the effect on outcome variable for Japanese automobile brand with Pakistani consumers. The sample consists of 285 respondents who answer the survey questionnaire. The results verified that the Perceived brand globalness positively impact the consumer Purchase Intention. Further it is also suggested the positive relation between Perceived rand Quality, Brand Image and Purchase Intentions. This study helps local Pakistani market with pacific knowledge on how marketers can enhance brand image of the Pakistani brand and how they can improve the marketing strategies to change the static perception of brands. The future search direction is also discussed.