The effect of global brand attitude on customer participation, customer satisfaction and repurchase intention

With globalization, brands have become global brands by operating in new markets. Some consumers have negative attitudes towards global brands due to reasons such as cultural identity and ethnocentric tendency. These negative attitudes also affect consumers' identification with the brand, that is, customer participation or customer satisfaction. Consumers who are not satisfied with the brand or who do not position that brand in an important place in their lives are less likely to repurchase that brand. It is known that gender is an important factor in both attitude towards global brands, customer satisfaction and repurchase intention. For this reason, the aim of the research is to examine the effects of cultural identity and ethnocentrism on customer engagement, customer satisfaction and repurchase intention in the context of gender in consumers' preferences for local and global brands. The sample of the research consists of 388 consumers aged 18 and over who live in Turkey and consume coffee by going to coffee chain stores. In the research, data were collected by online survey method and analyzed using structural equation model. According to the results of the research, cultural identity ethnocentrism, ethnocentrism customer participation, cultural identity and customer participation affect customer satisfaction, customer participation and customer satisfaction affect repurchase intention positively, and ethnocentrism affects customer satisfaction negatively. In male consumers, on the other hand, cultural identity predicts ethnocentrism, ethnocentrism predicts customer engagement, customer engagement positively predicts customer satisfaction, and customer engagement and customer satisfaction positively predict repurchase intention. Keywords: Ethnocentrism, cultural ıdentity, customer satisfaction, customer participation, repeat buying