The moderating role of perceived brand globalness on the effects of consumers’ attitude during periods of political controversies: three interconnected studies following marketing analytics’ best practices

Gonzalo Luna-Cortes (), Luis Miguel López-Bonilla () and Jesús Manuel López-Bonilla ()
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Gonzalo Luna-Cortes: Jönköping University
Luis Miguel López-Bonilla: University of Seville
Jesús Manuel López-Bonilla: University of Seville

Journal of Marketing Analytics, 2025, vol. 13, issue 2, No 13, 499-513

Abstract: 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.

Keywords: Perceived brand globalness; Political conflicts; Self-congruity; Attitude; Purchase intention (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41270-024-00291-5

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