Abstract
The Effects of Perceived Brand Globalness, Brand Prestige and Brand Quality on Consumer Purchase Intention: An Empirical Research on a Global Brand
In this study, the effects of perceived brand globalness, brand prestige and brand
quality on purchase intention was investigated. 428 surveys were applied to customers
of the well-known fast food brand. According to the results of the research, it was seen that the brand quality was positive and strong, and the perceived brand globalness
positively affected the purchase intention. Contrary to the current literature, no significant
relationship was found between brand prestige and purchasing intention. While evaluating
the main factor that causes this, consumers consider quality and similar factors that are
among the utilitarian consumption elements as the primary reason for preferring this fast
food brand.
Keywords
Brand Globalness, Brand Prestige, Brand Quality, Purchase Intention, Consumer Loyalty.
