The Impact of Consumer Characteristics and Brand Attributes on Global Brands: A Focus on the MZ Generation in Emerging Markets

Purpose - As emerging markets continue to expand and exert more influence on the global economy, it has become increasingly important to understand the attitude of consumers in these market towards global brands. In particular, Chinese consumers’ interest in foreign brands has been steadily growing, creating significant market potential for products and services perceived as global brands. Based on the theory of planned behavior, this study aims to investigate how consumer characteristics and brand attributes influence the attitudes and purchase intentions of Millennials and Gen Z consumers towards global brands. Design/Methodology - The researchers used an online questionnaire to collect data from a total of 293 Chinese MZ generation participants. To analyze the data, structural equation modeling (SEM) was employed using SPSS. Findings - The findings of this study indicate that brand attributes such as perceived brand quality and price have a greater influence on the attitudes and purchase intentions of MZ consumers towards global brands than individual characteristics like consumers’ cosmopolitanism, ethnocentrism, and materialism. Moreover, consumer ethnocentrism has negative impact on attitudes, while consumers’ cosmopolitanism and materialism do not show any significant effects on attitudes and purchase intentions towards global brands. Originality/value - By gaining insights into how Generation MZ consumers in emerging markets evaluate global brands, this study explores the determinant factors influencing consumers’ attitudes and intentions towards global brands. The findings not only enrich the international business literature but also provide practical insights for global brand managers to effectively customize their marketing strategies and enhance their brand positioning for successful entry into emerging markets