Work

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

Year: 2025

Type: article

Abstract: 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.

Source: Psychology and Marketing

DOI: 10.1002/mar.22188

Authors: Jelena Filipovic, Matthew Gorton, Stefan Markovic

Institutions: University of Belgrade, Corvinus University of Budapest, Newcastle University, NEOMA Business School

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,800

OpenAlex ID: W4407064084

FWCI: 7.238

Cites: 92

Cited by: 4

Related to: 10