Effect of the Dimensions Influence of Susceptibility to Global Consumer Culture on the Intention of Purchasing Global Brands of Sport Shoes

The increase in using the global brands tells of the susceptibility to global consumer culture. The aim of the present survey is to analyze the components of the susceptibility of the consumer on the intention of purchasing global brand s sport shoes.

The population of the study was the all students in the University of Kurdistan (9000). The statistical sample using a Morgan table was selected accidentally to be 368 individuals. The method was descriptive and Structural Equation modeling type. Questionnaire of the Susceptibilityto Global Consumer Culture and the Intention of Purchasing Global Brands (both fromHernani-Merino etl 2015) were used whose facial and content validity and internal consistency were verified by specialists and Cronbach's alpha, respectively. Structural Equation Modeling was used for the analysis of the data.

The results showed that the model of survey has a suitable fitness, and it can be a suitable model for analyzing the components of susceptibility global consumer culture, such as conformity to consumption trend, social responsibility, social prestige, perception of quality, brand credibility, perceived risk, and information costs saved on the intention of purchasing global brands.

according to the research results marketing managers, manufacturers and even retailers should adapt their programs and advertising strategies with Consumer Susceptibility to Global Culture and consider to priorities of these components among consumers and their tendency and reseaons for purchasing global brands.