Background: Globalization and the aggravation of world economic integration make lots of overseas enterprises enter the Chinese market and win the market share by integrating Chinese elements into their brand names, logos, advertisements, and products. Therefore, what should local brands do to gain market share? Purpose: The main purpose of this study is to investigate the different effects of local Chinese brands with global, foreign, or local elements on consumers' perceived brand globalness, perceived functional benefits, perceived symbolic benefits, and purchase intentions. Methods: In this study, a quantitative method was used to collect data online through a pre-test questionnaire and a formal experimental questionnaire. And then statistically analyzed for valid data using SPSS. Findings: The results of the study show that consumers have higher perceived brand globalness for local brands that incorporate global and foreign elements, and higher purchase intentions for local brands that incorporate global elements. Perceived symbolic benefits have a higher impact on purchase intentions than the Perceived functional benefits. Perceived functional benefits and symbolic benefits mediate the effect of perceived brand globalness on purchase intention.

Besitęsianti rinkų globalizacija ir auganti konkurencija globaliu mastu verčia tarptautines įmones keisti savo strategijas – rinktis globalius prekių ženklus. Skirtingose šalyse vartotojai gali skirtingai suvokti globalius prekių ženklus. O nuo to, kaip prekės ženklą vartotojas suvokia, priklauso jo sprendimas – pirkti ar nepirkti. Taigi svarbu išsiaiškinti, kokia yra prekės ženklo globalumo suvokimo įtaka vartotojų sprendimui pirkti globalų prekės ženklą. Darbo tikslas – išanalizavus prekės ženklo globalumo suvokimo įtakos vartotojų sprendimui pirkti teorinius aspektus, pasiūlyti ir empiriškai patikrinti prekės ženklo globalumo suvokimo ir vartotojų elgsenos sąsajų modelį. Darbo uždaviniai: aptarti rinkų globalizaciją ir jos poveikį globaliems prekių ženklams; apibūdinus suvokimo sąvoką vartotojų elgsenoje, pristatyti prekės ženklo globalumo suvokimo ir globalaus prekės ženklo suvokimo konceptus bei pateikti prekės ženklo globalumo suvokimą formuojančius veiksnius; atskleisti prekės ženklo globalumo suvokimo ir vartotojų sprendimo pirkti sąsajas; parengti teorinį prekės ženklo globalumo suvokimo ir vartotojų sprendimo pirkti sąsajų modelį; atlikti prekės ženklo globalumo suvokimo įtakos vartotojų sprendimui pirkti tyrimą ir empiriškai patikrinti teorinį modelį. Tyrimo metodai: mokslinės literatūros analizė, fokusuota (focus) grupė ir anketinė apklausa. Empirinis tyrimas parodė, kad prekės ženklo globalumo suvokimo įtaka vartotojų sprendimui pirkti netiesiogiai pasireiškia... [toliau žr. visą tekstą] / The continuing globalization of markets and growth of competition on a global scale has driven many multinational firms to alter their strategies and choose strategies of global brands. Consumers can differently perceive global brands in different countries. The perceived brand globalness influence consumer buying decision (buy or not to buy). It is important to understand what influence perceived brand globalness has on consumers buying decision. The aim of this work is to analyse theoretical aspects of perceived brand globalness influence on consumer buying decision; introduce and empirically test model of links of perceived brand globalness and consumer buying decision. The main tasks of this work is to review literature about the globalization and global brands, concepts of perceived brand globalness and perceived global brands, links between perceived brand globalness and consumer buying decision, and investigate the influence of perceived brand globalness on Kaunas high schools student’s to buy global brands. Methodology: literature review, focus group and questionnaire. The findings showed significant influence of perceived global brand quality, modernity and price on consumer buying decision. Also there is significant influence of two moderators (product category and consumer characteristics) on consumer buying decision.