{"title":"Enhancing word of mouth in the quick service restaurants: role of perceived brand globalness and localness","authors":"Davood Ghorbanzadeh, Atena Rahehagh, Maryam Ghiyasi","doi":"10.1108/nbri-08-2023-0069","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>Due to changing consumer thinking patterns and market dynamics, the quick service restaurant (QSR) industry has changed dramatically in the past few years. Considering this, this study aims to examine the influence of perceived brand globalness and perceived brand localness on consumer word of mouth through brand attitude by considering consumer ethnocentrism and perceived brand origin as moderators.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>This study obtained 750 responses from Turkish consumers through a survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>This study discovered that perceived brand globalness and perceived brand localness are critical components that drive brand attitude, influencing consumers' WOM toward global and local QSR brands. Similarly, perceived brand globalness and perceived brand localness are important brand attributes influencing consumer WOM. Importantly, this study found the significant effects of perceived brand origin on brand attitude mainly toward perceived local brands compared to global QSR brands. Although this study did not uncover the influence of consumer ethnocentrism as expected. However, these insights may assist global and local managers to rethink their strategies toward Turkish consumer settings.</p><!--/ Abstract__block -->\n<h3>Research limitations/implications</h3>\n<p>This study was conducted exclusively in Turkey. However, additional studies in other countries, such as the comparative Asian versus European consumers' perspectives, may be considered to generalize the findings.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>This study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This novel study contributes to the accessibility diagnostic theory and signaling theory by examining consumers' perceptions of local and global brands.</p><!--/ Abstract__block -->","PeriodicalId":44958,"journal":{"name":"Nankai Business Review International","volume":null,"pages":null},"PeriodicalIF":1.8000,"publicationDate":"2024-03-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Nankai Business Review International","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/nbri-08-2023-0069","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
Due to changing consumer thinking patterns and market dynamics, the quick service restaurant (QSR) industry has changed dramatically in the past few years. Considering this, this study aims to examine the influence of perceived brand globalness and perceived brand localness on consumer word of mouth through brand attitude by considering consumer ethnocentrism and perceived brand origin as moderators.
Design/methodology/approach
This study obtained 750 responses from Turkish consumers through a survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.
Findings
This study discovered that perceived brand globalness and perceived brand localness are critical components that drive brand attitude, influencing consumers' WOM toward global and local QSR brands. Similarly, perceived brand globalness and perceived brand localness are important brand attributes influencing consumer WOM. Importantly, this study found the significant effects of perceived brand origin on brand attitude mainly toward perceived local brands compared to global QSR brands. Although this study did not uncover the influence of consumer ethnocentrism as expected. However, these insights may assist global and local managers to rethink their strategies toward Turkish consumer settings.
Research limitations/implications
This study was conducted exclusively in Turkey. However, additional studies in other countries, such as the comparative Asian versus European consumers' perspectives, may be considered to generalize the findings.
Practical implications
This study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.
Originality/value
This novel study contributes to the accessibility diagnostic theory and signaling theory by examining consumers' perceptions of local and global brands.
期刊介绍:
Nankai Business Review International (NBRI) provides insights in to the adaptation of American and European management theory in China, the differences and exchanges between Chinese and western management styles, the relationship between Chinese enterprises’ management practice and social evolution and showcases the development and evolution of management theories based on Chinese cultural characteristics. The journal provides research of interest to managers and entrepreneurs worldwide with an interest in China as well as research associations and scholars focusing on Chinese problems in business and management.