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Children Preferences for Global and Local Brands: An Empirical Study Drawing on Symbolic Self-Completion Theory

Lookup NU author(s): Professor Matthew GortonORCiD

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).

Abstract

The marketing literature has examined extensively consumer preferences between global and local brands. However, there remains a dearth of research on the topic in the context of vulnerable consumers with insecure self-identities. Children largely embody insecure identities and, thus, there are several factors that can influence their global versus local brand preferences. Surprisingly, however, there is still limited empirical research examining how key demographic and socioeconomic factors influence children's brand preferences, especially in developing countries. Drawing on symbolic self-completion theory, and based on data from Serbia, we address this research gap and contribute to the social psychology and marketing literatures by showing how age, gender, poverty background, and external reference groups influence children's preferences between global and local brands.

Publication metadata

Author(s): Filipovic J, Gorton M, Markovic S

Publication type: Article

Publication status: Published

Journal: Psychology & Marketing

Year: 2025

Pages: Epub ahead of print

Online publication date: 01/02/2025

Acceptance date: 11/01/2025

Date deposited: 06/02/2025

ISSN (print): 0742-6046

ISSN (electronic): 1520-6793

Publisher: John Wiley & Sons, Inc.

URL: https://doi.org/10.1002/mar.22188

DOI: 10.1002/mar.22188

Data Access Statement: The authors have nothing to report.

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