Abstract:

With the increasing effects of globalization, the importance of consumers’ positive attitudes and trust towards global brands has become critical. The aim of this study is to determine the direct effect of the attitude towards global brand and the attitude towards globalization on the purchase intention and the role of brand trust as a mediator in these relationships. While testing the model, the primary data was collected from 198 individual consumers. The results show that the positive attitude towards global brand and globalization affects customers’ intention to buy positively. Moreover, it is revealed that brand trust has a mediator role on the relationship between attitude towards global brand and purchase intention and also between attitude towards globalization and purchase intention. This research contributes to the existing literature by examining the mediating role of trust towards global brands in the relationship between globalization, attitude towards global brands and purchasing intentions of consumers.

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