Exploring Cultural Intelligence, Brand Globalness, and Consumer Ethnocentrism: Unveiling Purchase Intentions in the Fast Food Industry in Jordan

This study aims to provide a comprehensive understanding of consumer purchase (CPI) intention in the fast-food industry by examining the roles of cultural intelligence (CQ), perceived brand globalness (PBG), and consumer ethnocentrism (CET). An empirical survey was conducted among 290 Jordanian fast-food consumers. The findings underscore that CQ significantly impacts CPI by influencing consumers' attitudes and perceptions toward fast-food brands. Additionally, the results indicate a positive mediating role of PBG and a negative moderating role of CET in this relationship. These results have significant implications for fast-food companies looking to better customize tactics to cater to a diverse customer base.