Willingness to buy domestic household appliance brands in Iran and the impact of global identity on perceived quality with focusing on the role of consumers

 With the rapid process of globalization, now consumers have a lot of consumption opportunities (domestic/international). The problems faced by consumers in the new age range is the selection from buying domestically produced goods to help domestic companies flourish and goods imported from other countries. In this regard, the purpose of this research is to investigate the role of global identity, ethnocentrism and animosity on brand perceived quality and the willingness to buy home appliance of foreign brands compared to prominent Iranian brands. Statistical population of this study is the consumers of the home appliance market. The sample includes 527 questionnaires. The results of this research showed that global identity does not have a negative and significant effect on animosity and ethnocentrism, and the effect of this variable on perceived brand quality and willingness to buy does not have a significant effect. Also, the negative and significant effect of ethnocentrism on animosity, perceived brand quality and willingness to buy was confirmed. In addition, the results of the research showed that animosity has negative and significant effect on perceived brand quality and willingness to buy, and finally, the positive and significant effect of the perceived brand quality on the willingness to buy was confirmed.