Abstract:

This study selects two specific global brand equity dimensions, namely, perceived quality and global myth, and introduces an innovative construct, brand authenticity, to explore how global brand equity affects consumer attitude via brand authenticity, and to differentiate the mediating mechanism between global brands from China and from foreign countries. The results indicate: (1) perceived quality and global myth positively affect credibility, symbolism, continuity and integrity respectively；(2) credibility, symbolism and consistency positively affects brand purchase likelihood；(3) to local Chinese consumers, the total effect of perceived quality to brand purchase likelihood is higher in local global brands than that in foreign global brands.

Key words: global brand equity, brand authenticity, country-of-brand-origin, emerging market