When face meets globalization: How face drives consumers’ attitudes toward global consumer culture positioning

Purpose: Synthesizing the unique Confucian cultural values and the common characteristics of emerging markets, the purpose of this paper is to examine how face drives consumers’ attitudes toward global consumer culture positioning (GCCP) as well as the moderating roles of social aggrandizement and susceptibility to normative influence (SNI). Design/methodology/approach: The authors adopt the total effect moderation model to test the hypotheses using data collected from China. Findings: The results show that face positively affects consumers’ attitudes toward GCCP through enhancing their pursuit for global myth. In addition, social aggrandizement positively moderates the influence of face on pursuit for global myth. SNI positively moderates the influence of pursuit for global myth on attitudes toward GCCP. Practical implications: The findings of this study highlight the need to utilize local powers to promote brands globally and provide guidelines for “Think Globally, Act Locally” in Confucian societies. Originality/value: This study represents an important step in the global branding literature regarding the advancement of culturally driven attitudes toward GCCP by taking root in the Confucian culture.