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Abstract
This study reviews and summarizes empirical findings on the determinants of local brand purchase intentions over the past five years. It aims to provide a comprehensive understanding of the literature for future researchers by using a systematic literature review approach to identify key influencing factors. A total of 34 empirical research articles from 2018 to 2022 were reviewed. The dominant theory applied was brand management, found in nine articles (26%), followed by social identity theory in four articles (11.8%), consumer behavior in three articles (8.9%), and country of origin in two articles (5.9%). Most studies focused on emerging or developing countries. The review identified six main theories used to explain local brand purchase intentions: brand management, consumer behavior, consumer culture positioning, country of origin, social identity, and the theory of reasoned action. The findings highlight a strong correlation between these theories and the likelihood of purchasing local brands, though results varied. Further research is needed to understand the complex interplay of these factors fully.
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Copyright (c) 2024 Emilia Septiani, Ni Nyoman Kerti Yasa, Ni Wayan Ekawati, I Putu Gde Sukaatmadja
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References
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- Buchanan, D. A., & Bryman, A. (2009). The SAGE Handbook of Organizational Research Methods. London: SAGE Publications Ltd.
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- De Villiers, M. V., Chinomona, R., & Chuchu, T. (2018). The influence of store environment on brand attitude, brand experience and purchase intention. South African Journal of Business Management, 49(1), 1-8. https://doi.org/10.4102/sajbm.v49i1.186
- Firdaus, A., & Kusdibyo, L. (2021). The influence of social media marketing activities on Indonesian local apparel brand purchase intentions. In Proceedings of the 2nd International Seminar of Science and Applied Technology (ISSAT 2021) (Vol. 207(Issat), pp. 572–578). https://doi.org/10.2991/aer.k.211106.089
- Hasan, M., & Sohail, M. S. (2020). The influence of social media marketing on consumers’ purchase decision: Investigating the effects of local and nonlocal brands. Journal of International Consumer Marketing, 33(3), 350–367. https://doi.org/10.1080/08961530.2020.1795043
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- Laroche, M., Li, R., Richard, M. O., & Shao, M. (2020). Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements. Journal of Product and Brand Management, 30(8), 1077–1093. https://doi.org/ 10.1108/JPBM-09-2019-2578
- Li, Y., Teng, W., Liao, T. T., & Lin, T. M. Y. (2020). Exploration of patriotic brand image: Its antecedents and impacts on purchase intentions. Asia Pacific Journal of Marketing and Logistics, 33(6), 1455–1481. https://doi.org/10.1108/APJML-11-2019-0660
- Liu, S. F., Lee, H. C., & Lien, N. H. (2021). Do fast fashion consumers prefer foreign brands? The moderating roles of sensory perception and consumer personality on purchase intentions. Asia Pacific Management Review, 26(2), 103–111. https://doi.org/10.1016/j.apmrv.2020.09.001
- Loebnitz, N., & Grunert, K. G. (2019). The moderating impact of perceived globalness on consumers’ purchase intentions for copycats: The pleasure of hurting global brands. Psychology and Marketing, 36(10), 936–950. https://doi.org/10.1002/mar.21246
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- Mallett, R., Hagen-Zanker, J., Slater, R., & Duvendack, M. (2012). The benefits and challenges of using systematic reviews in international development research. Journal of Development Effectiveness, 4(3), 445–455. https://doi.org/10.1080/19439342.2012.711342
- Mbaga, M. D., Abri, L. S. K. Al, Bose, S., & Boughanmi, H. (2018). Omani consumer’s ethnocentrism and demand for locally produced products. American Journal of Industrial and Business Management, 08(06), 1440–1459. https://doi.org/10.4236/AJIBM.2018.86097
- Park, J., & Li, W. (2023). “I got it FIRST”: Antecedents of competitive consumption of a new product. Journal of Retailing and Consumer Services, 73, 1-19. 103367. https://doi.org/10.1016/j.jretconser.2023.103367
- Paul, J., & Bhakar, S. (2018). Does celebrity image congruence influences brand attitude and purchase intention? Journal of Promotion Management, 24(2), 153–177. https://doi.org/10.1080/10496491.2017.1360826
- Pickering, C., & Byrne, J. (2014). The benefits of publishing systematic quantitative literature reviews for PhD candidates and other early-career researchers. Higher Education Research and Development, 33(3), 534–548. https://doi.org/10.1080/07294360.2013.841651
- Rethlefsen, M. L., & Page, M. J. (2022). PRISMA 2020 and PRISMA-S: Common questions on tracking records and the flow diagram. Journal of the Medical Library Association, 110(2), 253-257. https://doi.org/10.5195/jmla.2022.1449
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- Safeer, A. A., Zhou, Y., Abrar, M., & Luo, F. (2022b). Consumer perceptions of brand localness and globalness in emerging markets: A cross-cultural context. Frontiers in Psychology, 13, 1-16. https://doi.org/10.3389/fpsyg.2022.919020
- Sardana, D., Cavusgil, E., & Gupta, N. (2021). The growing popularity of spiritual brands: What drives purchase intent? International Business Review, 30(4), 1-12. https://doi.org/10.1016/j.ibusrev.2020.101777
- Sekhar, C., Krishna, S., Kayal, G. G., & Rana, N. P. (2022). Does brand credibility matter? The case of organic food products. British Food Journal, 124(3), 987–1008. https://doi.org/10.1108/BFJ-03-2021-0326
- Sharma, P., Sardana, D., Gupta, N., & Arli, D. (2022). Exploring the role of spiritual leaders as celebrity business founders and brand endorsers. Marketing Intelligence and Planning, 40(1), 105–120. https://doi.org/10.1108/MIP-07-2021-0225
- Singh, G., & Singh, M. (2022). The mediating effect of perceived usefulness and brand attitude in relationship between consumer-brand metrics. International Journal of Business Innovation and Research, 27(1), 61–75. https://doi.org/10.1504/IJBIR.2022.120406
- Singh, V., Singh, V., & Vaibhav, S. (2020). A review and simple meta-analysis of factors influencing adoption of electric vehicles. Transportation Research Part D: Transport and Environment, 86, 1-51. https://doi.org/10.1016/j.trd.2020.102436
- Slaton, K., Testa, D., Bakhshian, S., & Fiore, A. M. (2020). The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior. Journal of Retailing and Consumer Services, 57, 1-10. https://doi.org/10.1016/j.jretconser.2020.102246
- Song, H., & Kim, J. H. (2022). Developing a brand heritage model for time-honored brands: Extending signaling theory. Current Issues in Tourism, 25(10), 1570–1587. https://doi.org/10.1080/13683500.2021.1926441
- Souiden, N., Ladhari, R., & Chang, L. (2018). Chinese perception and willingness to buy taiwanese brands: The role of ethnocentrism and animosity. Asia Pacific Journal of Marketing and Logistics, 30(4), 816–836. https://doi.org/10.1108/APJML-09-2017-0203
- Srivastava, A., Dey, D. K., & M.S, B. (2020). Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context. Journal of Product and Brand Management, 29(7), 849–861. https://doi.org/10.1108/JPBM-03-2018-1782
- Srivastava, A., Gupta, N., & Rana, N. P. (2021). Influence of consumer cosmopolitanism on purchase intention of foreign vs local brands: A developing country perspective. International Journal of Emerging Markets, 18(9), 2301-2325. https://doi.org/10.1108/IJOEM-01-2021-0057
- Teng, W. (2020). Importance of corporate image for domestic brands moderated by consumer ethnocentrism. Journal of Product & Brand Management, 29(3), 257-272. https://doi.org/10.1108/JPBM-09-2018-2020
- Tran, L. T. T. (2020). Online reviews and purchase intention: A cosmopolitanism perspective. Tourism Management Perspectives, 35, 1-13. 100722. https://doi.org/10.1016/j.tmp.2020.100722
- Tran, V. D. (2022). Consumer impulse buying behavior: The role of confidence as moderating effect. Heliyon, 8(6), 1-12, e09672. https://doi.org/10.1016/j.heliyon.2022.e09672
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- Xiao, C., Zhu, H., Wang, X., & Wu, L. (2021). Vividly warm: The color saturation of logos on brands’ customer sensitivity judgment. Color Research and Application, 46(6), 1347–1359. https://doi.org/10.1002/col.22682
- Yener, D., & Taşçıoğlu, M. (2021). Does the use of foreign languages in different types of products lead to different consumer perception? Journal of International Consumer Marketing, 33(4), 386–398. https://doi.org/10.1080/08961530.2020.1863168
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References
Afshan, G., Shahid, S., & Tunio, M. N. (2021). Learning experiences of women entrepreneurs amidst COVID-19. International Journal of Gender and Entrepreneurship, 13(2), 162–186. https://doi.org/10.1108/IJGE-09-2020-0153
Ali, A., Sherwani, M., Ali, A., Ali, Z., & Sherwani, M. (2021). Investigating the antecedents of halal brand product purchase intention: An empirical investigation. Journal of Islamic Marketing, 12(7), 1339-1362. https://doi.org/10.1108/JIMA-03-2019-0063
Amalia, F. R., & Darmawan, A. (2023). Exploring consumer purchase intention toward cruelty-free personal care products in Indonesia. Cleaner and Responsible Consumption, 11, 1-10. 100136. https://doi.org/10.1016/j.clrc.2023.100136
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer Behavior (10th ed.). India: Thomson South-Western.
Bourdin, D., Halkias, G., & Makri, K. (2021). The compensatory influences of country stereotypes and the global/local nature of brands: An extended framework. Journal of Business Research, 137, 28–38. https://doi.org/10.1016/j.jbusres.2021.08.020
Buchanan, D. A., & Bryman, A. (2009). The SAGE Handbook of Organizational Research Methods. London: SAGE Publications Ltd.
Chen, C., Chen, H. B., Yeh, S. S., Tseng, L. Y., & Huan, T. C. (2022). Exploring tourists’ purchase intention of food-related souvenirs. Tourism Management Perspectives, 44, 101035. https://doi.org/10.1016/j.tmp.2022.101035
Chen, X., Shen, X., Huang, X., & Li, Y. (2021). Research on social media content marketing: An empirical analysis based on China’s 10 metropolis for Korean brands. SAGE Open, 11(4), 1-18. https://doi.org/10.1177/21582440211052951
Chin, P. N., Isa, S. M., & Alodin, Y. (2020). The impact of endorser and brand credibility on consumers’ purchase intention: The mediating effect of attitude toward brand and brand credibility. Journal of Marketing Communications, 26(8), 896–912. https://doi.org/10.1080/13527266.2019.1604561
Dagyte-Kavoliune, G., Adomaviciute, K., & Urbonavicius, S. (2021). The impact of brand and social cause prominence dimensions of fit on consumer intentions to buy cause-related products. EuroMed Journal of Business, 16(4), 456–470. https://doi.org/10.1108/EMJB-05-2020-0049
De Villiers, M. V., Chinomona, R., & Chuchu, T. (2018). The influence of store environment on brand attitude, brand experience and purchase intention. South African Journal of Business Management, 49(1), 1-8. https://doi.org/10.4102/sajbm.v49i1.186
Firdaus, A., & Kusdibyo, L. (2021). The influence of social media marketing activities on Indonesian local apparel brand purchase intentions. In Proceedings of the 2nd International Seminar of Science and Applied Technology (ISSAT 2021) (Vol. 207(Issat), pp. 572–578). https://doi.org/10.2991/aer.k.211106.089
Hasan, M., & Sohail, M. S. (2020). The influence of social media marketing on consumers’ purchase decision: Investigating the effects of local and nonlocal brands. Journal of International Consumer Marketing, 33(3), 350–367. https://doi.org/10.1080/08961530.2020.1795043
Hatzithomas, L., Boutsouki, C., Theodorakioglou, F., & Papadopoulou, E. (2021). The link between sustainable destination image, brand globalness and consumers’ purchase intention: A moderated mediation model. Sustainability (Switzerland), 13(17), 1-16. https://doi.org/10.3390/su13179584
Jiang, Y., Miao, M., Jalees, T., & Zaman, S. I. (2019). Analysis of the moral mechanism to purchase counterfeit luxury goods: Evidence from China. Asia Pacific Journal of Marketing and Logistics, 31(3), 647-669. https://doi.org/10.1108/APJML-05-2018-0190
Kahraman, A., & Kazançoğlu, İ. (2019). Understanding consumers’ purchase intentions toward natural‐claimed products: A qualitative research in personal care products. Business Strategy and the Environment, 28(6), 1218-1233. https://doi.org/10.1002/bse.2312
Kumar, A., Lee, H.-J., & Kim, Y.-K. (2009). Indian consumers’ purchase intention toward a United States versus local brand. Journal of Business Research, 62(5), 521–527. https://doi.org/10.1016/j.jbusres.2008.06.018
Kumar, S., Murphy, M., Talwar, S., Kaur, P., & Dhir, A. (2021). What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (Fair Consumption) Groups. Journal of Retailing and Consumer Services, 60, 1-13. https://doi.org/10.1016/j.jretconser.2021.102444
Laroche, M., Li, R., Richard, M. O., & Shao, M. (2020). Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements. Journal of Product and Brand Management, 30(8), 1077–1093. https://doi.org/ 10.1108/JPBM-09-2019-2578
Li, Y., Teng, W., Liao, T. T., & Lin, T. M. Y. (2020). Exploration of patriotic brand image: Its antecedents and impacts on purchase intentions. Asia Pacific Journal of Marketing and Logistics, 33(6), 1455–1481. https://doi.org/10.1108/APJML-11-2019-0660
Liu, S. F., Lee, H. C., & Lien, N. H. (2021). Do fast fashion consumers prefer foreign brands? The moderating roles of sensory perception and consumer personality on purchase intentions. Asia Pacific Management Review, 26(2), 103–111. https://doi.org/10.1016/j.apmrv.2020.09.001
Loebnitz, N., & Grunert, K. G. (2019). The moderating impact of perceived globalness on consumers’ purchase intentions for copycats: The pleasure of hurting global brands. Psychology and Marketing, 36(10), 936–950. https://doi.org/10.1002/mar.21246
López-Lomelí, M. Á., Alarcón-del-Amo, M. del C., & Llonch-Andreu, J. (2019a). Segmenting consumers based on their evaluation of local, global and glocal brands. Journal of International Consumer Marketing, 31(5), 395–407. https://doi.org/10.1080/08961530.2019.1590282
López-Lomelí, M. Á., Llonch-Andreu, J., & Rialp-Criado, J. (2019b). Local, global and glocal consumer brand relationships: Relación entre marcas de consumo locales, globales y glocales. Spanish Journal of Marketing - ESIC, 23(3), 775–798. https://doi.org/10.1108/SJME-10-2018-0046
Mallett, R., Hagen-Zanker, J., Slater, R., & Duvendack, M. (2012). The benefits and challenges of using systematic reviews in international development research. Journal of Development Effectiveness, 4(3), 445–455. https://doi.org/10.1080/19439342.2012.711342
Mbaga, M. D., Abri, L. S. K. Al, Bose, S., & Boughanmi, H. (2018). Omani consumer’s ethnocentrism and demand for locally produced products. American Journal of Industrial and Business Management, 08(06), 1440–1459. https://doi.org/10.4236/AJIBM.2018.86097
Park, J., & Li, W. (2023). “I got it FIRST”: Antecedents of competitive consumption of a new product. Journal of Retailing and Consumer Services, 73, 1-19. 103367. https://doi.org/10.1016/j.jretconser.2023.103367
Paul, J., & Bhakar, S. (2018). Does celebrity image congruence influences brand attitude and purchase intention? Journal of Promotion Management, 24(2), 153–177. https://doi.org/10.1080/10496491.2017.1360826
Pickering, C., & Byrne, J. (2014). The benefits of publishing systematic quantitative literature reviews for PhD candidates and other early-career researchers. Higher Education Research and Development, 33(3), 534–548. https://doi.org/10.1080/07294360.2013.841651
Rethlefsen, M. L., & Page, M. J. (2022). PRISMA 2020 and PRISMA-S: Common questions on tracking records and the flow diagram. Journal of the Medical Library Association, 110(2), 253-257. https://doi.org/10.5195/jmla.2022.1449
Safeer, A. A., Abrar, M., Liu, H., & Yuanqiong, H. (2022a). Effects of perceived brand localness and perceived brand globalness on consumer behavioral intentions in emerging markets. Management Decision, 60(9), 2482–2502. https://doi.org/10.1108/MD-10-2021-1296
Safeer, A. A., Zhou, Y., Abrar, M., & Luo, F. (2022b). Consumer perceptions of brand localness and globalness in emerging markets: A cross-cultural context. Frontiers in Psychology, 13, 1-16. https://doi.org/10.3389/fpsyg.2022.919020
Sardana, D., Cavusgil, E., & Gupta, N. (2021). The growing popularity of spiritual brands: What drives purchase intent? International Business Review, 30(4), 1-12. https://doi.org/10.1016/j.ibusrev.2020.101777
Sekhar, C., Krishna, S., Kayal, G. G., & Rana, N. P. (2022). Does brand credibility matter? The case of organic food products. British Food Journal, 124(3), 987–1008. https://doi.org/10.1108/BFJ-03-2021-0326
Sharma, P., Sardana, D., Gupta, N., & Arli, D. (2022). Exploring the role of spiritual leaders as celebrity business founders and brand endorsers. Marketing Intelligence and Planning, 40(1), 105–120. https://doi.org/10.1108/MIP-07-2021-0225
Singh, G., & Singh, M. (2022). The mediating effect of perceived usefulness and brand attitude in relationship between consumer-brand metrics. International Journal of Business Innovation and Research, 27(1), 61–75. https://doi.org/10.1504/IJBIR.2022.120406
Singh, V., Singh, V., & Vaibhav, S. (2020). A review and simple meta-analysis of factors influencing adoption of electric vehicles. Transportation Research Part D: Transport and Environment, 86, 1-51. https://doi.org/10.1016/j.trd.2020.102436
Slaton, K., Testa, D., Bakhshian, S., & Fiore, A. M. (2020). The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior. Journal of Retailing and Consumer Services, 57, 1-10. https://doi.org/10.1016/j.jretconser.2020.102246
Song, H., & Kim, J. H. (2022). Developing a brand heritage model for time-honored brands: Extending signaling theory. Current Issues in Tourism, 25(10), 1570–1587. https://doi.org/10.1080/13683500.2021.1926441
Souiden, N., Ladhari, R., & Chang, L. (2018). Chinese perception and willingness to buy taiwanese brands: The role of ethnocentrism and animosity. Asia Pacific Journal of Marketing and Logistics, 30(4), 816–836. https://doi.org/10.1108/APJML-09-2017-0203
Srivastava, A., Dey, D. K., & M.S, B. (2020). Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context. Journal of Product and Brand Management, 29(7), 849–861. https://doi.org/10.1108/JPBM-03-2018-1782
Srivastava, A., Gupta, N., & Rana, N. P. (2021). Influence of consumer cosmopolitanism on purchase intention of foreign vs local brands: A developing country perspective. International Journal of Emerging Markets, 18(9), 2301-2325. https://doi.org/10.1108/IJOEM-01-2021-0057
Teng, W. (2020). Importance of corporate image for domestic brands moderated by consumer ethnocentrism. Journal of Product & Brand Management, 29(3), 257-272. https://doi.org/10.1108/JPBM-09-2018-2020
Tran, L. T. T. (2020). Online reviews and purchase intention: A cosmopolitanism perspective. Tourism Management Perspectives, 35, 1-13. 100722. https://doi.org/10.1016/j.tmp.2020.100722
Tran, V. D. (2022). Consumer impulse buying behavior: The role of confidence as moderating effect. Heliyon, 8(6), 1-12, e09672. https://doi.org/10.1016/j.heliyon.2022.e09672
Venter, M.V., Chinomona, R., & Chuchu, T. (2018) The influence of store environment on brand attitude, brand experience and purchase intention. South African Journal of Business Management, 49(1), 1-8. https://doi.org/10.4102/sajbm.v49i1.186
Verma, M., & Naveen, B. R. (2021). COVID-19 impact on buying behavior. Vikalpa, 46(1), 27–40. https://doi.org/10.1177/02560909211018885
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