THE EFFECTS OF CULTURAL INTELLIGENCE, NATIONAL IDENTITY AND TRADITION ON THE PURCHASE OF GLOBAL BRANDS

Abstract

The process of market globalization has led to the abolition of protectionist trade measures and the liberalization of foreign trade in goods and services. Multinational companies place their brands to markets all over the world, and the consumer’s decision to buy a particular brand is determined by a number of factors. Starting from the stated problem area, the goal of the research is to examine the influence of cultural intelligence (metacognitive, cognitive, motivational, behavioral factor), national identity and tradition on the purchase of global brands. Cultural intelligence represents a person’s ability to function in a multicultural environment, as well as to interact with people from different cultural backgrounds. National identity represents the degree of connection of an individual with the nation, while tradition implies respect for history, customs and rules of behavior that are characteristic of a particular country. The research was conducted using the survey method on the territory of the Republic of Serbia (Kragujevac, Novi Sad). The sample size is 138 respondents, and their answers were processed using the statistical software SPSS. The results of the research showed that cultural intelligence has a positive, and national identity and tradition have a negative influence on the purchase of global brands, and the mentioned results can be useful to marketers when designing a marketing strategy.