Exploring Buying Behavior Across Several Product Categories from Branding Perspective

Abstract

Most consumers have different perceptions of global brands about a product in a given category because global brands might have some additional associations related with the brand which local brands do not have. Thus, this has significant contributions to brand image and knowledge, and it enhances brand value which is likely to affect consumers’ brand selection and loyalty behavior. In this research, the global brand selection and loyalty within college students are explored. The research investigates global brand loyalty behavior across various product categories, and examines the dimensions that influence consumers’ global brand loyalty. Variances were analyzed and exploratory factor analyses were conducted to analyze the data gathered with a survey. The results show that there is a significant difference in the degree of brand loyalty exhibited by college students across a variety of product categories, which also impacts the dimensions of global brand selection.

Key words: Product Categories; Global brands; Buying Behavior