Association of Marketing Theory and Practice Proceedings 2013

Document Type

Conference Proceeding

Conference Track

Marketing Management/ Strategy/ Branding

Publication Date



This paper presents the research findings of a global brand study conducted in Nigeria. This empirical research sought to evaluate the relative contribution of the following five constructs on global brand purchase intent: country of origin, brand familiarity, brand linking, brand trust, and weak-strong perceptions of the brand’s masculinity-femininity associations. Step-wise regression models were used for the study’s ten brands. The regression models indicated that brand liking and brand trust were the most important predictors of global brand purchase intent in the studied sample of Nigerian consumers.

About the Authors

Al Rosenbloom is a Professor of Marketing and International Business at Dominican University, River Forest, Illinois. Al has a wide variety of research interests including global branding, marketing in countries with emerging and subsistence markets, and the challenge of integrating the topic of poverty into the management curriculum. Al is an Excelon Scholar at Dominican and received his PhD from Loyola University, Chicago.

Jim Haefner is a Professor of Marketing at the University of St Francis in Joliet, Illinois. Jim’s research interests are in in international marketing, in particular global branding, and healthcare delivery systems. He has published in a variety of academic journals and has consulted with several Fortune 500 firms. Jim was the 2011 recipient of the University of St Francis Scholarship Award. His doctorate is from the University of Minnesota at Minneapolis St Paul.

Olutayo Otubanjo is a Senior Lecturer at Lagos Business School where he leads sessions on Marketing Management. He is a Visiting Research Fellow at Warwick Business School, University of Warwick (UK) and was a Visiting Scholar at Spears School of Business, Oklahoma State University, USA. Previously, he was Director for Brand Strategy and Account Planning, CentrespreadFCB, Nigeria’s third largest advertising agency. He holds a PhD in Marketing with emphasis on industry construction of the meaning of corporate identity.

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