الفهرس 
The effect of global versus local brand perceptions on consumers’ behavioral intentions in an emerging market context
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Abstract
The main purpose of this paper is to test additional pathways through which global and local brands can boost their preference. It introduces a comprehensive model explaining consumers{u2019} preferences for local and global alternatives in emerging markets{u2019} context. Research also tests if certain consumer values such as ethnocentrism, materialism, and susceptibility to normative influence moderate this relationship. Mall-interception technique was used to collect data. Results from PLS-SEM indicate that both PBG and PBL show a significant positive association with perceived brand quality (Ý=0.462 for PBG vs. 0.326 for PBL, p < .001) and prestige (Ý=0.477 for PBG vs. 0.454 for PBL, p < .001). Besides, the inclusion of two additional pathways is supported through which global and local brands can boost their preference; brand identity expressiveness (Ý=0.263 for PBG vs. 0.462 for PBL, p < .001) and perceived brand value (Ý=0.289 for PBG vs. 0.258 for PBL, p < .001). The most novel finding is that PBL exerts a stronger association with perceived brand identity expressiveness compared to PBG. Furthermore, regarding the specific indirect effect, the results point out that PBG affect behavioral intentions mainly through the routes of perceived quality (Ý=0.156, p = .006) and perceived prestige (Ý=0.096, p= .045), while PBL affect behavioral intentions only through quality (Ý=0.137, p= .002). Moreover, PBG has a significant total indirect effect (Ý=0.284, p < .001) on behavioral intentions, compared to a weak and non-significant total indirect effect (Ý=0.064, p = .247) for PBL. Therefore, compared to PBL, PBG turns to be more influential in raising consumers’ behavioral intentions in an emerging market context. Finally, only ethnocentrism demonstrated a significant moderating effect, but not in line with most previous findings