When Local Brands are Better? The Moderator Role of Self-Construal on Identification with Global or Local Brands

This paper explores the interactional effect of self-construal and openness to change on global and local brands identification in Brazil. Global brands are constantly expanding in most of the Latin American countries (Alden et al., 1999; Cornel and Drennan, 2004; Strizhakova, et al., 2008). However, consumer values in these countries can have an important impact in the evaluation of those brands. Moreover, self-construal can influence the value-behavior relationship (Oysermann, 2009).