Influence of Global Branding on Local Consumer Attitudes Towards Multinational Brands in Nigeria

Marketing — 2025, Undergraduate

This study investigated the influence of global branding on local consumer attitudes towards multinational brands in Nigeria. A survey was conducted with consumers of global brands using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that global brand images, perceived quality, and prestige significantly shaped favourable attitudes and purchase intentions, while local relevance and affordability moderated these effects. The study found growing preference for local alternatives in some categories. It recommends balanced global consistency with local adaptation to sustain consumer affinity.

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