Exploring Cultural Intelligence, Brand Globalness, and Consumer Ethnocentrism: Unveiling Purchase Intentions in the Fast Food Industry in Jordan

Abstract

This study aims to provide a comprehensive understanding of consumer purchase (CPI) intention in the fast-food industry by examining the roles of cultural intelligence (CQ), perceived brand globalness (PBG), and consumer ethnocentrism (CET). An empirical survey was conducted among 290 Jordanian fast-food consumers. The findings underscore that CQ significantly impacts CPI by influencing consumers’ attitudes and perceptions toward fast-food brands. Additionally, the results indicate a positive mediating role of PBG and a negative moderating role of CET in this relationship. These results have significant implications for fast-food companies looking to better customize tactics to cater to a diverse customer base.

Graphical Abstract

Keywords:

• Cultural intelligence
• perceived brand globalness
• purchase intention
• consumer ethnocentrism
• fast-food industry

Disclosure statement

The authors declare that this manuscript is original, has not been published before and is not currently being considered for publication elsewhere. Moreover, no conflict of interest associated with this publication, and there has been no significant financial support for this work that could have influence its outcome.