THE EFFECTS OF PERCEIVED BRAND GLOBALNESS AND LOCAL ICONNESS ON BRAND PRESTIGE AND PERCEIVED QUALITY: THE ROLE OF CONSUMERS' CULTURAL IDENTITY.

This article reports the results of an investigation of the moderating role of consumers' global identity and local identity on the relationship between perceived brand globalness, local iconness, perceived quality, and brand prestige. The study was conducted on passengers of global and local companies operating in the airline industry in Turkey. The results of multigroup analyses indicated that the effect of perceived brand globalness on brand prestige and perceived quality is stronger for consumers with high global identity than consumers with low global identity. Besides, the effect of local iconness on brand prestige and perceived quality is stronger for consumers with high local identity than consumers with low local identity. Therefore, consumers' cultural identity could be introduced as consumer characteristics to be considered in global segmenting and positioning decisions. [ABSTRACT FROM AUTHOR]