Analysis of Factors Affecting Consumer Preferences for Foreign Versus Domestic Brands

In many developing countries, many individuals (especially young people) view foreign brands as a status symbol. This paper explores the various factors affecting consumer preferences for foreign brands. College students in Arak City were surveyed, and structural equation modeling was used for data analysis. The results show that a need for uniqueness has a direct effect on attitudes toward foreign brands. Moreover, emotional value and social value have a greater effect on purchase intention toward foreign brands.