Cross-national consistency of place-related identity dispositions as antecedents of global brand advocacy among ethnic Chinese at home and abroad

• Published in: Journal of business research Vol. 155; p. 113405
• Main Authors: Cleveland, Mark, Bartikowski, Boris
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.01.2023
• Subjects: Diasporas; Ethnic Chinese; Global brands; Global consumer culture; Market segmentation; Place-related identity dispositions; Target marketing; Place-related identity dispositions; Market segmentation; Ethnic Chinese; Global brands; Global consumer culture; Target marketing; Diasporas
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2022.113405

•Globalization encourages societal intermingling and fosters the dissemination of global brands.•The study examines how values, in-/out-group dispositions, and traits drive advocacy behaviors for global brands from six countries.•Ethnic Chinese living in China, France and Canada are compared.•The findings have theoretical and practical implications for brand positioning strategies, defining segments and targeting ethnic diasporas. We study how various place-related identity dispositions (ethnic identity, identification with global consumer culture, cosmopolitanism, immigrant consumers’ acculturation to a host society) affect ethnic consumers’ global brand advocacy within and outside their home country. With data collected from n = 1,101 ethnic Chinese born in China and living in three countries (China, Canada, France), we shed light on the consistency or generalizability of these dispositions as predictors of brand advocacy in relation to global brands from six countries and eight product categories. We offer conceptual and empirical contributions to literatures on market globalization, the roles of place-related identity dispositions, and global brand preference formation. We derive practical implications from the study’s findings for global market segmentation and targeting in general, and the global targeting of Chinese diasporas in particular.