The antecedents of purchase intention of local brands: A systematic literature review

The antecedents of purchase intention of local brands: A systematic literature review

Local brand; purchase intention; determinants; antecedent; decision making.

This study reviews and summarizes empirical findings on the determinants of local brand purchase intentions over the past five years. It aims to provide a comprehensive understanding of the literature for future researchers by using a systematic literature review approach to identify key influencing factors. A total of 34 empirical research articles from 2018 to 2022 were reviewed. The dominant theory applied was brand management, found in nine articles (26%), followed by social identity theory in four articles (11.8%), consumer behavior in three articles (8.9%), and country of origin in two articles (5.9%). Most studies focused on emerging or developing countries. The review identified six main theories used to explain local brand purchase intentions: brand management, consumer behavior, consumer culture positioning, country of origin, social identity, and the theory of reasoned action. The findings highlight a strong correlation between these theories and the likelihood of purchasing local brands, though results varied. Further research is needed to understand the complex interplay of these factors fully.

Emilia Septiani*, Ni Nyoman Kerti Yasa, Ni Wayan Ekawati, I Putu Gde Sukaatmadja

DOI:
10.20885/AMBR.vol4.iss2.art6

2024-08-22

PERI IRAWAN

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