Naslov (eng)

Children Preferences for Global and Local Brands: An Empirical Study Drawing on Symbolic Self‐Completion Theory

Autor

Filipović, Jelena
Gorton, Matthew
Marković, Stefan

Opis (eng)

ABSTRACT The marketing literature has examined extensively consumer preferences between global and local brands. However, there remains a dearth of research on the topic in the context of vulnerable consumers with insecure self‐identities. Children largely embody insecure identities and, thus, there are several factors that can influence their global versus local brand preferences. Surprisingly, however, there is still limited empirical research examining how key demographic and socioeconomic factors influence children's brand preferences, especially in developing countries. Drawing on symbolic self‐completion theory, and based on data from Serbia, we address this research gap and contribute to the social psychology and marketing literatures by showing how age, gender, poverty background, and external reference groups influence children's preferences between global and local brands.

Jezik

engleski

Datum

2025

Licenca

Ovo delo je licencirano pod uslovima licence
Creative Commons CC BY-NC-ND 4.0 - Creative Commons Autorstvo - Nekomercijalno - Bez prerada 4.0 International License.

http://creativecommons.org/licenses/by-nc-nd/4.0/legalcode

Predmet

Keywords: children preferences, consumer identities, global brands, local brands, symbolic, self‐completion theory

Deo kolekcije (1)

o:28218

Ekonomski fakultet