The Impact of Perceived Brand Globalness on Credibility and Purchase Intention

Abstract

This work explores the impact of brand globalness in shaping the purchase intention of the brands among Iraqi consumers. Moreover, this study also look how brand credibility mediates the association between brand globalness and purchase intention. The independent variable of the study is brand globalness and the study's dependent variable is purchase intention, while brand credibility is used as the mediator. The questionnaire was used as a data-gathering tool, and 405 people participated. The PLS-SEM is used as statistical software. The result displays that brand globalness influences the credibility of the brands positively and significantly. Moreover, brand credibility influences the purchase intention positively and significantly. In addition, the study also confirms that credibility mediates the globalness and purchase intention nexus. The study discusses practical implications for brand managers.