Children Preferences for Global and Local Brands: An Empirical Study Drawing on Symbolic Self‐Completion Theory
基于塞尔维亚数据，研究年龄、性别、贫困背景和外部参照群体如何影响儿童对全球品牌与本土品牌的偏好，对关注弱势消费者和品牌策略的研究者有用。
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.