%0 Journal Article
%T ¡°Should have I Bought the other One?¡± Experiencing Regret in Global versus Local Brand Purchase Decisions
%A Adamantios Diamantopoulos
%A Vasileios Davvetas
%J Journal of International Marketing
%@ 1547-7215
%D 2018
%R 10.1509/jim.17.0040
%X This research addresses the unexplored postpurchase dynamics of global/local brand choices by investigating the experience of regret in global versus local brand purchases. Drawing on regret theory, the authors demonstrate in four complementary studies that the global/local availability of both chosen and forgone brands influences consumer responses to regrettable purchases and that the direction and magnitude of this influence depend on the consumers¡¯ product category schema and global identity. Study 1 shows that regrettable decisions to forgo global for local brands elicit stronger regret, lower satisfaction, and higher brand switching than regrettable purchases of global (vs. local) brands for consumers with a global brand superiority schema for the category; the inverse holds for consumers with a local brand superiority schema. Studies 2 and 3 replicate the effect and show that it is mediated by perceived decision justifiability and moderated by global identity. Study 4 further validates the observed effect using a real brand choice task in a category with a local brand¨Cdominated schema. The findings reveal the postpurchase consequences of global/local brand choices and provide concrete advice for global/local branding strategies
%K global brands
%K local brands
%K regret
%K postpurchase behavior
%K justifiability
%K global identity
%U https://journals.sagepub.com/doi/full/10.1509/jim.17.0040