Global Consumer Culture: Consumers' Global Brand Attitude in Brazil and Germany

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Conference Proceeding

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Due to aspects of ethnoscapes, mediascapes and technoscapes, there has been a growth in global consumer culture (GCC) and in turn, the consumption of global brands. However, there has been minimal quantitative research on consumers global brand attitudes (GBA) (Alden et al., 2006; Dimofte et al., 2008) and more importantly, how GCC has impacted consumers in developed and developing countries. Consequently, this study explored three suggested antecedents (cosmopolitanism, materialism and perceived global brand value) of GBA in two countries. Based on socioeconomic and cultural differences, Germany (N=203) and Brazil (N=202) were selected and SEM was used to explore a model of potential antecedents of GBA. Results found that perceived global brand value and materialism were the primary drivers of GBA in Germany and Brazil, whereas cosmopolitanism was a significant driver of perceived global brand value and GBA in Brazil, but not Germany. This study provided new theoretical insights into potential antecedents of GBA and the suggested impact that GCC has had in Germany and Brazil. Further, the findings offer global marketers the ability to refocus their global brand strategy to better position their brand to attract consumers who desire to or not to partake in GCC.

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