Longitudinal Study of Perceived Brand Globalness: The Dynamic Effects of Ethnocentrism and Purchase Intentions from 2021 to 2024

Mehmet Yaman Öztek, Munise Hayrun Sağlam () and Elif Türk
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Mehmet Yaman Öztek: Department of Business Administration, Cyprus Health and Social Sciences University, 99750 Mersin, Turkey
Munise Hayrun Sağlam: Department of Business Administration, Yıldız Technical University, 34220 Istanbul, Turkey
Elif Türk: Department of International Trade and Logistics Management, Istanbul Gedik University, 34876 Istanbul, Turkey

Sustainability, 2025, vol. 17, issue 15, 1-31

Abstract: This longitudinal study examines how perceived brand globalness (PBG) influenced sustainable purchase intentions (SPI) between 2021 and 2024, incorporating factors such as perceived brand quality (PBQ), perceived brand prestige (PBP), brand–cause fit (BCF), and the moderating effect of consumer ethnocentrism (CE). Using survey responses from 415 participants, the study employed partial least squares structural equation modeling (PLS-SEM) via SmartPLS4. The findings reveal that CE emerged as significant in 2024, while PBP’s impact on SPI weakened—suggesting a growing consumer association of prestige with sustainability. Heightened post-pandemic ethical awareness further underscores the importance of brand values. Contrary to earlier research indicating low CE in developing markets, the 2024 results demonstrate an unexpected rise in CE, highlighting its evolving significance. Overall, the study emphasizes the necessity for global brands to adopt sustainable, locally attuned strategies to succeed in developing countries.

Keywords: perceived brand globalness; sustainable purchase intentions; consumer ethnocentrism; longitudinal study; sustainability-oriented marketing; developing markets (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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