Understanding South African Consumers Global Brand Purchase Intentions

This paper presents the research findings of a global brand study conducted in South Africa. This empirical research sought to evaluate the relative contribution of the following eight constructs on global brand purchase intent: country of origin, brand familiarity, brand linking, brand trust, ethnocentrism, cosmopolitanism, global-local identify, global consumer culture and exposure to multinational advertising. Step-wise regression models were used for the study’s ten brands. The regression models indicated that brand liking and brand trust were the most important predictors of global brand purchase intent in the studied sample of South African consumers.