Effects of Global Brand Value on Consumer’s Preference: Mediating Role of Brand Advertisement

doi:10.21203/rs.3.rs-3226971/v1

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Effects of Global Brand Value on Consumer’s Preference: Mediating Role of Brand Advertisement

https://doi.org/10.21203/rs.3.rs-3226971/v1

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This study examined the mediating effect of international brand advertisement between the corporate global brand value and preference of consumers by using the cause marketing strategy. To examine the proposed model, a questionnaire survey was developed to collect data from 315 male and female consumers who lived in Seoul and Gyeonggi area of Republic of Korea. Finally, 276 datas were used except 39 copies that were unfaithfully answered. The SPSS 21.0 and AMOS 22.0 program are used to analyze the collected data and proved the reason “Why do Consumers focus on global brand marketing?” The results of this study showed that consumers’ perception of the relevance and sustainability of corporate global brand value indicated a high correlation with corporate international brand advertisement. This proved the hierarchical structure of the value-attitude-behavior model (Homer & Kahle, 1988) emphasizing the mediating role of purchasing attitude between consumers’ purchasing value and purchasing decision behavior. Therefore, this study implies that international brand advertisement as a parameter proved to be an important brand relativity factor that regulates brand preference between consumers’ brand value judgment and brand selection.

Biological sciences/Psychology

Health sciences/Medical research

Consumer&rsquo

s Preference

Brand marketing

value

relativity

Corporate social responsibility (CSR) can be recognized as an area independent of profit creation of a company, but it can be limited to achieving mid- and short-term performance as a realistic limit that is not independent of the internal pressure of budget limit 1. By building trust between consumers and various stakeholders, companies try to expand the CSR by creating a corporate-friendly image. In particular, to maximize the brand awareness and advertising effectiveness of consumers, “cause marketing” strategy is attracting attention as a marketing method that emphasizes the image of a trusted company by creating shared value as a social enterprise, in contrast to brand marketing that emphasizes the performance of existing product promotion and competitive advantage products. Cause marketing is a practical marketing strategy that simultaneously realizes the economic value and social value of the company by recognizing the social justification for the pursuit of financial profit through linkage with social issues. Therefore, consumers will have a positive image of the company, which will increase the brand value of the company and result in the ultimate increase in management performance. Thus, cause marketing, whose key feature is that the consumer’s purchasing behavior itself is connected to donations, has the advantage of ease of securing potential customers because of its high accessibility to consumer participation 2. In addition, to become a sustainable company, the demand for social responsibility and ethical management has increased, and the past capitalist profit-seeking management method and simple social contribution obligation have to be avoided. This is because it is necessary to focus on corporate brand advertisement and marketing communication by presenting effective marketing activities to satisfy reasonable consumer’s purchasing desire and increase corporate brand value. However, there has been a lack of empirical research on the basis of CSR and ethical management and linking cause marketing cases. Although studies have been conducted on the establishment of a cause marketing strategy related to the purchase intention of consumers 3-5, and coexistence of corporate existence value and corporate ethics 1, research on customer brand affinity and awareness related to corporate brand value is insufficient. Thus, this study aims to establish the “value-attitude-behavior” (VAB) model, which Homer and Kahle 6 used widely to understand the relationship between psychological mechanism and behavior in the field of social psychology, as an analysis framework and verify how consumers’ global brand value perception and cause marketing affect consumers’ global brand preference decision behavior. Especially, this study has a suitable research topic for the publication intention of sustainability. In addition, international brand marketing and brand advertising keywords are considered to be very effective studies because they are related to the Business sustainability.

The remaining sections of this paper are structured as follows: The following Section 2 shows existing the Literature review. Section 3 describes the conceptual research model and presents hypotheses. Section 4 explains the research methodology, followed by results in Section 5. Next Section 6 presents discussion, theoretical contributions, implications for practice, and limitations. Finally, the paper concludes with Section 7.

2.1. Cause marketing

Consumers who have lost their trust in the company do not support and pay attention to the profit-seeking activities of companies that do not practice ethical management, irrespective of the high-standard products and services provided by the company that usually provide a high level of purchase desire. Therefore, as a marketing technique that strategically links social issues to create mutual benefits between companies and society, consumers can contribute to social causes, such as the environment, poverty, public interest, and service, through the purchase of products provided by the company, and economically for the company. Cause marketing, which provides marketing effects and enhancement of brand image that can create new consumers beyond profits, is attracting attention 7–10. Relatively, CSR is a concept presented to satisfy the needs of advanced consumers and to avoid the social contribution of simple corporations that advocate social responsibility. Therefore, for products that consumers purchase through corporate cause marketing activities, such cause marketing products (CMP) have a price structure in which both purchase and donation are included simultaneously, and consumers can participate in corporate cause marketing through purchasing activities 5. This social justification given by cause marketing activities is the most significant difference from CSR. Especially, CSR is now developing into “creating shared value” that contributes to the growth of the social community where consumers belong, by sharing the problem awareness that corporations and society face 1. In this process, “customer value” is the standard of consumer’s evaluation of social role, ethical management level, and corporate brand level, and it can be an important variable to grasp consumer’s brand recognition attitude and future purchase decision-making behavior intention 11 12.

2.2. VAB model

VAB model, which emphasizes that customer value-recognizing company and product brand forms positive attitude toward the company and product and finally has a significant correlation with customer’s purchasing behavior. It has a characteristic that emphasizes the role of mediating variable of attitude in the effect of individual’s perceived value on behavior 13. In other words, the value defined as the set of importance that humans consider when performing specific behaviors is evaluated through empirical analysis before and after the purchase of goods and services 14, and the value perceived by consumers acts as a strong motivation factor, thus playing an important role in predicting future behavioral intentions 15. In addition, the expected performance of products and services, emotional and functional value of perceived quality, and price comparison can be subdivided 16, and therefore, this study aims to analyze the influence of consumer’s perception of corporate brand value using cause marketing on brand preference by using the VAB model proposed by Homer and Kahle 6 as an analysis framework.

2.3 Global Brand preference

A brand is defined as a term, symbol, design, name, or combination of these, used by a seller to differentiate his or her service or product from other market competitors 17–19. Therefore, the consumer’s overall evaluation of the brand that influences the consumer’s purchasing behavior is very important in consumer behavior research. In particular, a study reported that positive attitude toward a brand affects the formation of corporate trust 20 and consumers’ attachment to a specific product or brand affects the business performance of a company. In other words, due to preference and recognition, which express the bond formed through long-term interactions between consumers and a specific brand, customers go beyond practical values and are willing to pay high costs, tolerate brand mistakes, thus creating a bond with infinite trust 21,22. Therefore, it is important to maintain a continuous relationship between consumers and brands. This study proves that Global brand preference has a significant effect on consumer awareness and analyzes its relationship with consumer behavior in the field of international brand marketing 23,24. This study intends to verify in detail the correlation that the higher the positive brand recognition attitude reflecting the consumers’ individuality, the stronger the brand preference for the corresponding company.

2.4 International Brand advertisement

Generally, the effect of advertisement can be confirmed in the communication effect that consumers decide during the final purchase stage through the exposure to marketing of global corporate brand and product. Kirmani and Zeithaml 25 emphasized that advertisement plays the most significant role in the formation of brand assets, and that advertisements form a familiarity with brands and increase the probability of being the consumer choice. In other words, the stimulus of brand advertisement influences the consumer’s purchase response 26–28, which means that familiar brand advertisement has more information about the brand within the consumer’s cognitive structure and the brand-related information is structured and refined. This is also confirmed in the results of the study that brand message accelerates consumers’ decision to purchase and positively affects brand awareness 29. Based on this, this study will further verify the mediating effect of “international brand advertisement” between the Global brand value perceived by consumers and brand preference.

3.1 Research model

This study additionally analyzed the mediating effect of brand advertising to verify the relationship between the activities that increase the corporate brand value and the brand preference of consumers by using the cause marketing strategy. To this end, this study set up a research model as follows (Figure 1) to further verify the mediating effect of “brand advertisement” based on VAB model 6.

3.2 Hypothesis

From the research model, the following four hypotheses are proposed:

Hypothesis 1: The authenticity value of corporate brands pursuing Cause marketing will have a positive effect on consumers’ brand advertisement.

Hypothesis 2: The relevance value of corporate brands pursuing Cause marketing will have a positive effect on consumers’ brand advertisement.

Hypothesis 3: The sustainability value of corporate brands pursuing Cause marketing will have a positive effect on consumers’ brand advertisement.

Hypothesis 4: The authenticity value of corporate brands pursuing Cause marketing will have a positive effect on consumers’ brand preference.

Hypothesis 5: The relevance value of corporate brands pursuing Cause marketing will have a positive effect on consumers’ brand preference.

Hypothesis 6: The sustainability value of corporate brands pursuing Cause marketing will have a positive effect on consumers’ brand preference.

Hypothesis 7: The brand advertisement pursuing Cause marketing will have a positive effect on consumers’ brand preference.

Hypothesis 8: Brand advertising will have a mediating effect between the brand value and brand preference of companies pursuing cause marketing.

All methods were performed in accordance with the relevant guidelines and regulations of Myongji University.

4.1 Participants

The participants of this study were 315 male and female consumers who lived in Seoul and Gyeonggi area of Republic of Korea from October 15 to December 15, 2021, and had experience in using the products of two companies “Amore Pacific” (a cosmetics company based in Republic of Korea) and “Olive young” (a cosmetics company based in Republic of Korea) that used naturalism and environmentalist cause marketing strategies during the last year. A survey was conducted and 276 copies were used as the final basic data except 39 copies that were unfaithfully answered.

Table 1

General characteristics of subjects N = 276
Variable	Category	Frequency (N)	Frequency (%)
Gender	male	51	20.7
Gender	female	219	79.3
Marriage	married	189	68.5
Marriage	unmarried	87	31.5
Age	20 ≤ 30	52	18.8
	30 ≤ 40	128	46.4
	40 ≤ 50	37	13.4
	50 ≤ 60	59	21.4
Job	Students	36	13.1
	Office ⸱ Manager	206	74.6
	Production work	11	4.0
	Professional job	16	5.8
	Self-employment	7	2.5
Education	High school	27	9.8
	University	35	12.7
	University Graduation	153	55.4
	Graduate school	61	22.1
Average monthly purchase cost (KWR)	≤ 50,000	37	13.4
	50,000 ≤ 100,000	76	27.5
	100,000 ≤ 200,000	107	38.8
	200,000≤	56	20.3
	Total	276	100

4.2. Measure

4.2.1. Value

The independent variable of this study was set as the “value” of cause marketing oriented toward naturalism and environmentalism products, and classified into three categories: “Authenticity value, Relevance value, Sustainability value” perceived by consumers.

4.2.1.1. Authenticity value

“Authenticity value” is the reliability evaluation of corporate management activities and refers to comprehensive and subjective evaluation of consumers 30. Thus, authenticity is one of the cornerstones of contemporary marketing practice and becomes a key factor in driving corporate trust 31. Therefore, this study composed five questionnaire items by modifying and supplementing the measurement tools suggested by Napoli, et al. 32 and the corporate authenticity research 33 related to social values and social contribution. Items were rated on a 5-point Likert scale (1 = strongly disagree to 5 = strongly agree), with higher scores associated with higher authenticity value levels.

4.2.1.2. Relevance value

“Relevance value” refers to the degree to which a company’s responsibility activities for social needs matches the consumer expectations and the higher this suitability, the more positive the corporate image can be, by forming consumer trust in the company 34. Based on this, four questionnaire items were composed by modifying and supplementing the measurement tools suggested by Drumwright 35 and Rifon, et al. 36. Items were rated on a 5-point Likert scale (1 = strongly disagree to 5 = strongly agree), with higher scores associated with higher relevance value levels.

4.2.1.3. Sustainability value

“Sustainability value” means the continuous growth and development of a company and due to the maturity of consumer consciousness, it is emerging as a priority measure of corporate preference and evaluating the foundation of ethical management values 1. Based on this, in this study, four questionnaire items were composed by modifying and supplementing the measurement tools suggested by Elkington and Rowlands 37 and Van Marrewijk 38 on the sustainability of sharing economic, social, and environmental values. Items were rated on a 5-point Likert scale (1 = strongly disagree to 5 = strongly agree), with higher scores associated with higher sustainability value levels.

4.2.2. Attitude

In general, consumers construct a positive image of the company based on their curiosity about the product, and their purchase intention through advertisements provided by the company. Therefore, this study set “brand advertisement” as a parameter in addition to brand value and brand preference of companies pursuing cause marketing. To measure the perception attitude of consumers on brand advertising, four questionnaire items were created by modifying and supplementing the research that brand advertisement forms a sense of solidarity with the desire to purchase 39,40 and the effectiveness of brand advertisement for consumer’s perception attitude were measured. Items were rated on a 5-point Likert scale (1 = strongly disagree to 5 = strongly agree), with higher scores associated with higher perception attitude of consumers based on brand advertising levels.

4.2.3. Behavior

The dependent variable in this study was set as “brand preference” based on the study 41, which reported that an increase in positive emotions toward a brand has a positive effect on the final purchase decision behavior of consumers. Therefore, a total of eight questionnaire items were composed by modifying and supplementing the measurement tools based on the fact that consumers’ obsession and attachment to a specific brand reinforce positive brand behavior 21,42. Items were rated on a 5-point Likert scale (1 = strongly disagree to 5 = strongly agree), with higher scores associated with higher purchase decision behavior of consumers based on brand preference levels.

This study analyzed the program using SPSS 21.0 and AMOS 22.0 according to the research purpose as follows. First, correlation analysis was conducted to confirm the relevance and multiple collinearity of each factor with a single dimension. Second, confirmatory factor analysis was conducted to verify the validity and reliability of the collected questionnaires. Third, path analysis between each variable and significance factors were verified.

5.1. Correlation for variables

The correlation for variables between brand value, brand advertisement, and brand behavior (brand preference) was highly correlated with one another because the correlation coefficient was lower than .90 (Table 2).

Table 2

Correlations for the variables
variable	1	2	3	4	5
1. authenticity	1
2. relevance	.675**	1
3. sustainability	.624**	.637**	1
4. brand advertisement	.415**	.335**	.295**	1
5. brand preference	.371**	.282**	.490**	.662**	1
p < .01, *p < .001

5.2. Confirmatory factor analysis

As a result of confirmatory factor analysis, the construct reliability of each variable (brand value, brand advertisement, and brand behavior) used as a measurement tool was over .70 and the variance extract was over .50, which was attributed to convergent validity and internal consistency. In addition, the results of the analysis of the fitness index of the research model were as follows: χ² (Chi square statistics volume) = 262.988 (df = 172), RMR = .053, GFI (Goodness Fitness Index) = .917, TLI (Turker-Lewis Index) = .979, CFI (Comparative Fit Index) = 983, all of which were measured to be over .90. RMSEA = .044 was measured below the standard value of .08, and therefore, the research model is confirmed to be appropriate (Table 3).

Table 3

Confirmatory factor analysis of the measurement model
variable			Estimate	β	S. E	Construct reliability	Variance extracted
Value	authenticity	a5	1	0.975		.948	.786
		a4	0.872	0.827	0.038
		a3	1.070	0.995	0.018
		a2	0.930	0.836	0.039
		a1	0.945	0.85	0.037
	relevance	b4	1	0.838		.929	.765
		b3	1.132	0.866	0.052
		b2	1.105	0.881	0.059
		b1	1.07	0.921	0.054
	sustainability	c4	1	0.453		.827	.559
		c3	0.919	0.864	0.119
		c2	1.007	0.895	0.129
		c1	0.847	0.109	0.109
Attitude	brand advertisement	d4	1			.895	.682
		d3	1.096	0.81	0.08
		d2	1.346	0.885	0.089
		d1	1.135	0.843	0.079
Behavior	brand preference	f1	1	0.605		.889	.672
		f2	1.555	0.868	0.143
		f3	1.411	0.788	0.138
		f4	1.518	0.889	0.138
***p < .001, χ2 = 262.988 (df = 172, p = .000), χ2/df = 1.529, RMR = .053, GFI = .917, TLI = .979, CFI = .983, RMSEA = .044

5.3. Structural equation model analysis

5.3.1. Path Coefficient

The structural equation model analysis was conducted to verify the difference between path coefficients statistically and to examine whether the hypothesis was satisfied (Fig. 2).

As a result of the path coefficient verification analysis (Table 4), first the relationship between authenticity and brand advertisement (Coefficient = 0.029, β = 0.040) shows that authenticity value does not have a significant positive effect on brand advertisement. Thus, hypothesis 1 set in this study was rejected. However, the relationship between relevance and brand advertisement (Coefficient = 0.464, β = 0.543), and that between sustainability and brand advertisement (Coefficient = 0.162, β = 0.208) show that relevance and sustainability values have a significant positive effect on brand advertisement. Thus, hypotheses 2 and 3 set in this study were supported.

Second, the relationship between authenticity and brand preference (Coefficient = 0.080, β = 0.096) shows that authenticity value and brand preference have a significant positive effect on brand advertisement. Thus, hypothesis 4 set in this study was supported. However, the relationship between relevance and brand preference (Coefficient = 0.031, β = 0.031), and that between sustainability and brand preference (Coefficient = 0.080, β = 0.090) show that relevance and sustainability values do not have a significant positive effect on brand preference. Thus, hypotheses 5 and 6 set in this study were rejected.

Third, the relationship between brand advertisement and brand preference shows a significant positive effect on brand preference (Coefficient = 0.575, β = 0.505). Thus, hypothesis 7 set in this study was supported.

Table 4

Results of path coefficient verification
Path	Coefficient	β	S.E	C.R	Supported or Rejected
authenticity → brand advertisement	0.029	0.040	0.035	0.818	Rejected (H1)
relevance → brand advertisement	0.464	0.543	0.085	5.485***	Supported (H2)
sustainability → brand advertisement	0.162	0.208	0.076	2.138*	Supported (H3)
authenticity → brand preference	0.080	0.096	0.036	2.213*	Supported (H4)
relevance → brand preference	0.031	0.031	0.090	0.341	Rejected (H5)
sustainability → brand preference	0.080	0.090	0.075	1.062	Rejected (H6)
brand advertisement → brand preference	0.575	0.505	0.091	6.322***	Supported (H7)
p < .01, *p < .00

5.3.2. Mediating Effect Verification

In this study, AMOS 24.0 program and bootstrapping method were used to verify the significant mediating effect of brand advertisement that is set as a parameter. The analysis results from Table 5 are summarized as follows.

Table 5

Results of mediating effect verification
Path	Direct effect	Indirect effect	Total effect
Authenticity → brand advertisement → brand preference	-	-	-
Relevance → brand advertisement → brand preference	0.029	0.040	0.035
Sustainability → brand advertisement → brand preference	0.464	0.543	0.085
p < .05, p < .01, **p < .001

First, brand advertisement did not appear to have an indirect effect in the correlation between authenticity value and brand preference, was and was therefore excluded from the mediating effect test. Second, as a result of examining the mediating effect of brand advertisement on the relationship between relevance value and brand preference, the indirect effect of relevance value on brand preference through brand advertisement was .274, which was statistically significant at the significance level p < .001. Therefore, brand advertisement has a complete mediating effect between relevance value and brand preference. Third, as a result of examining the mediating effect of brand advertisement on the relationship between sustainability value and brand preference, the indirect effect of sustainability value on brand preference through brand advertisement was .105, which was statistically significant at the significance level p < .001. It means that brand advertisement did act as a completed mediator in the relationship between between sustainability value and brand preference. Thus, hypothesis 8 set in this study was supported.

In addition, the results of mediating analysis using the PROCESS macro in SPSS are shown in Table 6 below.

Table 6

Results of mediating effect verification using the PROCESS macro
Path	Direct effect B (95% CI)	Indirect effect B (95% CI)	Total effect B (95% CI)
authenticity → brand advertisement → brand preference	.082 (.007–.157)	.026 (− .006–.064)	.108 (.025–.192)
relevance → brand advertisement → brand preference	.068 (− .051–.187)	.215 (.131–.295)	.283 (.165–.401)
sustainability → brand advertisement → brand preference	.070 (− .027–.168)	.066 (.020–.153)	.136 (.030–.243)

The direct and indirect effects, and the total effect size were confirmed through bootstrapping proposed by Hayes, and the 95% confidence interval confirmed the direct and indirect effects, and statistical significance of the total effect. As a result, the indirect effect size of authenticity on brand performance was .026, but the 95% confidence interval was − .006–.064, which was not significant. However, the direct effect was .082, and the 95% confidence interval was .007–.157. In other words, authenticity directly increased the brand performance without mediating the brand advertisement. The indirect effect of relevance on brand performance was .215 by mediating brand advertisement, and 95% confidence interval was .131–.295, which did not include 0. However, as direct effect was not significant, the relevance did not affect the direct brand performance, but the brand performance was significantly increased only through brand advertisement. The indirect effect size of sustainability on brand performance was .066, and the 95% confidence interval was .020–.153, which did not include 0. However, the direct effect was not significant, and therefore, the sustainability did not affect the direct brand performance, and was significantly increased by brand advertisement.

The main objective of this study was to examine the effectiveness of the consumer behavior theory using VAB model as it was observed that consumers’ awareness level of corporate brand value has a significant effect on their final purchase behavior 6. This has been accomplished through the basic data on the relationship between the establishment of effective brand marketing strategies and consumer purchasing behavior. The results indicated that international brand advertisement has a complete mediating effect between global brand value and brand preference and this significant relationship was also supported in previous research 24,26,34.

First, consumers’ perception on the relevance and sustainability of corporate global brand value showed a high correlation with corporate international brand advertisement. as the same was observed from the correlation between consumer psychological mechanisms and behaviors emphasized in the VAB model 6. Therefore, the relevance and sustainability of global brand value can be important factors to enhance the effectiveness of corporate advertisement. This research result is supported by a study 43 which reported that a company’s product information and experience advertisements provide consumers with a psychological state that induces consistent purchasing behavior. However, it was found that consumers’ perceptions of the authenticity of corporate global brand values were not statistically significant with corporate international brand advertisements. Thus, it is inferred that consumers are more influenced by the relevance of brand value that appears through brand advertisement and the possibility of developing future brand value as a sustainable management factor rather than responding to the authenticity and reliability of corporate global brand value.

Second, as consumers’ awareness of the authenticity of corporate brand values increased, the correlation between brand preference increased proportionally. This is supported by the study that proved that the reliability of the brand is the highest factor for determining the preference of the consumer for a specific brand 44–46. However, consumers’ perception of the relevance and sustainability of corporate global brand value was not statistically significant for corporate global brand preference. The results of this study indicate that consumers recognize the authenticity of brand value as a higher standard for judging corporate brand preference. Thus, it is supported by the study 47 that requires more focus on CSR with the determination and ability to understand the position of consumers. Therefore, it is observed that customers recognize authenticity when they focus on corporate management goals and consumer-oriented product production activities based on brand transparency and apply the cause marketing strategy according to ethical management properly during the communication process with consumers. This is consistent with the study 48 that showed the authenticity value of the brand as an antecedent of customer empathy and preference.

Third, the consumer’s perception of authenticity value among the sub-variables of corporate global brand value was not statistically significant with corporate brand advertisement, and therefore, the mediating effect of international brand advertisement was statistically significant only in the relationship between consumer’s perception of relevance, sustainability value, and brand preference. This means that the hierarchical structure of the VAB model 6 emphasizing the mediating role of purchasing attitude between consumer’s purchasing value and purchasing decision behavior is proved. Based on this, this study implies that the international brand advertisement set as a parameter proved to be an important factor that regulates brand preference between consumer’s global brand value judgment and brand selection.

7.1. Contributions and Implications

This study analyzed the mediating effect of international brand advertising to verify the relationship between the activities that increase the corporate global brand value and the brand preference of consumers by using the cause marketing strategy. In the case of the global ice cream brand “Hasgen-Dazs,” the fact that honey was used as a raw material for its products was used as a material for cause marketing (to save the environments that were homes of bees), and marketing research and natural environment improvement projects for potential sales activities, were widely sponsored. This case of cause marketing provides strong implications that emphasize brand relativity of companies combined with international brand advertising. A possible explanation for these results is the fact that when consumers’ brand relativity towards brand value and the brand preference are confirmed, willingness to repurchase will definitely enhance their brand selection and strengthen continuous brand preference.

7.2. Limitations and Future Works

Although the results of this analysis provide meaningful implications for the relationship between consumer’s perception of relevance, sustainability value, and brand preference, there are several limitations and considerations for future research. As a variable that mediates the relationship between brand value and brand preference, brand advertisement cannot be determined as the only variable. Therefore, it is necessary to further research on discovering other variables that can replace brand advertisement.

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No competing interests reported.

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Effects of Global Brand Value on Consumer’s Preference: Mediating Role of Brand Advertisement

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Abstract

Figures

1. Introduction

2. Literature Review

2.1. Cause marketing

2.2. VAB model

2.3 Global Brand preference

2.4 International Brand advertisement

3. Research Model and Hypotheses

3.1 Research model

3.2 Hypothesis

4. Method

4.1 Participants

4.2. Measure

4.2.1. Value

4.2.1.1. Authenticity value

4.2.1.2. Relevance value

4.2.1.3. Sustainability value

4.2.2. Attitude

4.2.3. Behavior

5. Results

5.1. Correlation for variables

5.2. Confirmatory factor analysis

5.3. Structural equation model analysis

5.3.1. Path Coefficient

5.3.2. Mediating Effect Verification

6. Discussion

7. Conclusion

7.1. Contributions and Implications

7.2. Limitations and Future Works

References

Additional Declarations

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