The Role of Personal Values on the Purchase of Global Brands among Millennial Consumers in Emerging Economies

Abstract

Globalization enables consumers to choose various brands, ranging from local to global brands, to satisfy their needs. Consumers in emerging economies choose a brand not only because of its utilitarian benefits, but also for its hedonic benefits, such as a status symbol. While personal values that consist of self-identity, materialistic value, and hedonic value have been studied to understand one’s purchase decision, they are less likely to be associated with the purchase of global brands, particularly in emerging economies. This study aims to examine the effect of personal values toward attitude and emotional attachment to global brands that generate purchase intentions of global brands on millennial consumers. Samples were selected using a purposive sampling technique by collecting data from millennial consumers in Greater Jakarta, Indonesia. Three hundred and six responses were analyzed using partial least square structural equation modeling. This study indicates that personal values positively affect one’s attitude toward global brands. At the same time, emotional attachments to global brands are influenced by two personal values, which are materialistic value and hedonic value. Then, both attitude and emotional attachment to global brands stimulate purchase intentions.