Conform to local: how local vs global brand positioning increases consumer conformity

Purpose This study aims to investigate whether brand positioning strategies influence individuals’ conformity in product choices and identifies the mediator and boundary condition of this relationship. Design/methodology/approach To test the hypotheses, three experiments were conducted, with data collected using an online platform. Findings The results indicate that local (vs global) brand positioning promotes consumers’ tendencies to conform in their product choice. Furthermore, this effect is sequentially driven by their perceived similarity with such positioning and the feeling of social connectedness. The influence of local (vs global) brand positioning on consumer conformity diminishes among consumers with a focus on similarity. Originality/value This study expands the consumer conformity literature by identifying a new antecedent of consumer conformity. It also introduces a novel downstream consequence of local (vs global) brand positioning on consumer behavior and provides a broader theoretical basis for understanding the psychological connotations underlying local (vs global) brands.