Do consumers follow their heart or mind when purchasing global brands? Empirical insights

Abstract

This study explores the extent of direct and mediated influence of consumer affinity and perceived value on consumers’ purchase intentions, in the realm of global brands. Using attitude theory and the elaboration likelihood model as conceptual anchors, a theory-driven model is tested in a between-subject design. Findings reveal that consumer affinity has a substantial and direct influence, while perceived value has a substantial mediated influence, with dominating affective component of the attitude. Perceived value has a stronger influence than consumer affinity on purchase intentions, but consumer aspirations make affinities stronger. These findings advance the consumer behavior literature and enhance managerial decision-making in market segmentation, targeting, and positioning contexts.

Keywords:

• Consumer affinity
• perceived value
• brand attitude
• purchase intentions
• cognitive
• affective

Acknowledgments

Earlier versions of this research were presented at the Consortium of International Marketing and Research (2018), and Academy of Marketing Science (AMS-2018) conferences. The authors acknowledge and appreciate the constructive feedback and comments received from the reviewers and audience to improve this work further.