Nationalism Role on Local Brands Preference: Evidences from Turkey Clothes Market

Consumers decide which brands they should choose, and which brands they should forget every day. In a globalized marketplace, choices between worldwide and local brands are increasingly involved. Local brands link the domestic economy with the well-being of individuals so It could be useful from a financial point of perspective to create a shared identity among the people of a nation. The main purpose of this study is to investigate the effect of nationalism, the relationships between culture and society with the brands, and their impact on consumer preferences for local brands. This study contains 6 variables which are: National identity, Tradition and Personal cultural orientation, local Brand bias, Local Brands social value, Brand Relevance in the clothes market, Local brand loyalty All the analysis Contacted by this research finalized that national identity has a strong relationship with local brand loyalty so if the local brands pay more attention to promoting their national identity that may lead to more linkage with consumers self-national identity which impact the loyalty for the local brands and in the end benefits the local brands preference and promote sales. Nationalism self-concept may include several variables, this study analyzed some of them like traditional and personal culture orientation, brand social value, and of course national identity. All of them proven to have a strong relationship with local brand loyalty, Therefore The more consumers feel about those variables, the more loyal they become toward local brands. As proven in this research the main factor impact consumer bias toward local bands is quality and price ratio which indicate consumer perceived price Is the most important factor that the consumer care about when the judge a local brand and is that price associate with the quality, they got from that price point.