Linking Perceived Brand Localness to Brand Attitude through Brand Evaluation in Emerging Markets

Abstract

This study examines the conceptual framework linking perceived brand localness, brand evaluation, and brand attitude. The investigation focuses on how brand evaluation mediates the relationship between perceived brand localness and brand attitude. Understanding this mediation is critical for brands in emerging markets, where local perceptions can significantly influence consumer behavior. The study posits that perceived brand localness positively impacts brand evaluation, which in turn affects brand attitude. It further explores the direct influence of perceived brand localness on brand attitude and the mediating role of brand evaluation. By integrating existing literature and theoretical insights, this conceptual framework aims to provide a comprehensive understanding of these relationships. Emphasizing local brand attributes is anticipated to offer strategic advantages for brands, enhancing consumer evaluations and attitudes. This conceptual study seeks to contribute to the broader understanding of brand perception dynamics and offers valuable insights for future empirical research to validate these theoretical propositions in practical contexts.