Moderating effect of the type of brand on the belief-attitude-behaviour model

Abstract

Drawing from the Signaling theory we built a model of the moderating effects of the type of brand in a belief-attitude-behaviour model, namely brand evaluation, brand attitude and purchase intention. We empirically test this model with 400 consumers in Mexico. Previously we had conducted another survey with also 400 Mexican consumers to classify brands into global, local and glocal. Our results suggest that brand quality, brand familiarity and brand image are common factors that positively influence brand attitude for the three brand categories. In addition, brand attitude is closely linked to brand purchase intention. Moreover, the type of brand moderates the relationship between brand quality and brand attitude, and between brand attitude and brand purchase intention, the relationship being weaker for glocal brands than for local or global.