Abstract

The purpose of this research is to test the moderating role of perceived brand globalness (PBG) on consumer unfavourable attitudes and buying intention towards brands associated with a conflicting political belief. Three studies were conducted. Study 1 (N = 228) examines the effect of a brand being associated with a conflicting political belief on attitude and buying intention. Study 2 (N = 212) tests the moderating role of PBG among these relationships. Study 3 (N = 126) tests the moderating role of PBG for a service brand and adds the mediating role of self-congruity. We followed marketing analytics best practices to examine causal effects of manipulated stimuli. We also examined the psychometric characteristics of the data-collection tool and tested direct relationships between variables. Additionally, we used percentile bootstrap confidence intervals, with PROCESS-Macro, to test mediating effects in the theoretical model. The studies include moderating analyses and analysis of variance. The results show that the association of a brand with a conflicting political belief negatively influences perceived self-congruity, which leads to an unfavourable attitude and, in turn, to a lower buying intention. Presenting a brand as global mitigates such unfavourable effects. The moderating effect of PBG is confirmed for a tangible product and for a service brand.

中文翻译：

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政治争议时期品牌全球化感知对消费者态度影响的调节作用：遵循营销分析最佳实践的三项相互关联的研究

摘要

本研究的目的是测试感知品牌全球性（PBG）对消费者对与政治信仰冲突相关的品牌的不利态度和购买意愿的调节作用。进行了三项研究。研究 1 ( N  = 228) 研究了与冲突的政治信仰相关的品牌对态度和购买意向的影响。研究 2 ( N  = 212) 测试了 PBG 在这些关系中的调节作用。研究3（N  = 126）测试了PBG对于服务品牌的调节作用，并增加了自我一致性的调节作用。我们遵循营销分析最佳实践来检查操纵刺激的因果效应。我们还检查了数据收集工具的心理测量特征，并测试了变量之间的直接关系。此外，我们使用百分位数引导置信区间和 PROCESS-Macro 来测试理论模型中的中介效应。研究包括调节分析和方差分析。结果表明，品牌与相互冲突的政治信仰的关联会对感知的自我一致性产生负面影响，从而导致不利的态度，进而降低购买意愿。将品牌呈现为全球性的可以减轻这种不利影响。PBG 对有形产品和服务品牌的调节作用得到了证实。