Determinants of Consumer Preference for Local Brands
Journal Title: Global Review of Tourism and Social Sciences - Year 2024, Vol 1, Issue 1
Abstract
This article presents a comprehensive review of recent literature on consumer preferences for local brands, focusing on 34 empirical studies published between 2018 and 2022. The study identifies key factors influencing consumersâ decisions to favor local brands over global alternatives by employing a systematic literature review method. These factors include cultural identity, emotional connection, and economic considerations, with a particular emphasis on the role of brand management, social identity theory, and consumer behavior in shaping preferences. The review highlights variations in consumer preferences across different geographic and economic contexts, especially in emerging markets, and explores the competition between local and global brands. The findings offer valuable insights for both researchers and practitioners, shedding light on the complex drivers behind local brand preferences and providing guidance for enhancing market competitiveness. This review also underscores the importance of ethnocentrism, nationalism, and strategic brand management in fostering local brand loyalty. Future research directions are suggested to further explore these determinants and their implications in diverse settings.
Authors and Affiliations
Luong Dinh Thien Duc,Sitti Mujahida,
Keywords
Related Articles
- EP ID EP752994
- DOI -
- Views 6
- Downloads 1
How Supportive and Competitive Work Environments Influence Job Attitudes and Performance in French Sales Roles
This study explores the relationship between Supportive Psychological Climate (SPC), Competitive Psychological Climate (CPC), Job Attitude (JA), and Job Performance (JP) among sales employees in the French fashion indust...
Impact of Water Infrastructure, Home Ownership, and Educational Facilities on Economic Growth in East Java
This study examines the influence of three key infrastructure variablesâwater facilities, home ownership, and educational infrastructureâon economic growth in East Java, Indonesia, from 2015 to 2018. Using panel data...
Assessing Village Development Institutions' Role in Responsible Tourism
This study explores the pivotal role of Village Development Institutions (VDIs) in fostering responsible tourism in Rewarangga, Indonesia. Using a case study approach, the research examines the socio-economic and human r...
Understanding the Dynamics of Tourist Experience through a Qualitative Lens
This qualitative study explores the dynamics of tourist experiences in Indonesia, focusing on how cultural, environmental, and service-related factors shape tourist satisfaction and retention. Through in-depth interviews...
Determinants of Consumer Preference for Local Brands
This article presents a comprehensive review of recent literature on consumer preferences for local brands, focusing on 34 empirical studies published between 2018 and 2022. The study identifies key factors influencing c...