Global brand is considered as a variable refer to the effect of globalization in on consumers behavior because they believe that the global brands create value and high quality over the local brands which influence their behavior towards it positively even though if it is not better than the local ones, they still prefer to obtain it in order to enhance the level of their satisfaction life. (Sand??kc??, et al., 2015). Moreover, in the previous research social life of consumers satisfaction influenced unexpectedly by the two variables of globalization the importance of faith and perceived value of global brand (ibid). In globalization, global consumption orientation makes consumers who negatively affected by globalization believe that local product success more than global ones. On the other hand, those who positively affected are helping the companies to be more flexible and make the global products as local. However, globalization is trying to perform and produce goods within local valued to satisfy the consumer and attract them. As well as media channels provide values to global brand that contribute to influence consumers behavior positively. At the same time, global brand has impact negatively on social norms of consumers behavior. Conversely, the consumers attitudes about consumption of global brand has still affected positively or negatively by globalization (Alden, Steenkamp & Batra, 2006). Globalization can improve positively the consumer behavior towards domestic brand, in contrast, it can be useful or harmful for global brands because of consumers attitudes especially purchase intention which affected directly, and selling global brand supports the globalization strategy in the domestic market (Riefler, 2011). An interesting research found that with respect to quality of brand, from consumer attitude they preferred non local brand over local brand which raise the awareness of non-local brands benefits, the level of the brand non-localness impact highly strong on the consumers attitude towards social value, and it has the capability of high influence on consumer within big appreciation in developed countries, however, the effect of local and non-local products on ethnocentric consumers are not flimsy. (Batra, et al., 2000). Consumer who are different in their culture context, and have fundamentally different preferences, tastes, attitudes, behavior, needs, and motivation are still different even after being exposed to huge wave of globalization, consumer in eastern culture accomplished globalization by government and has quick impact on global minds that may be cultivated by distinctive way and less behavioral consequences, however, perceived quality product might decrease reluctance to buy foreign products, lowering Consumer ethnocentrism, and indirectly developing global openness (Suh, Kwon, 2002). Gupta (2011) has found that materialistic values have been enhanced since Indian consumers prefer to buy foreign brands. The same researcher as the previous in the following year has published another research that showed two demographical tools differences between them in consumer, young consumers have little differences compared with elderly consumer towards acceptance of global brand over local brand, and high income class has higher level of that than lower income. However, consumers accept global brand over local brand refer to the strong impact of globalization on consumer acculturation (Gupta, 2012). Gupta (2013) has found that old and the lower income consumer as well as graduate and under-graduate students have huge recline in behavioral and attitudinal acculturation of consumer culture compared with young, higher income consumers and post graduate students as well. Moreover, the highest behavioral acculturation of consumer culture between other variables is using and owning foreign brand. Usage of social media and marketing communication technology contributes in awareness of consumers towards globalization, and assist the retailer and marketers to enhance and develop their market strategies which help them to enter the market and influence their consumers opinions especially in Arab countries like Emirates. Nevertheless, many people in Arab countries prefer to stick to their traditional consumptions and buying behavior, so that it is going to be a bit difficult and slow to emerge the local cultural habit into globalized market, however, these market design to meet different demands of consumer from various culture (Vadakepat, 2013). Consumers in each country have different concern towards different type of values compared to another country which perhaps influence their attitudes and buying behavior regarding the differences in culture. So, global market should pay attention to differences in consumers needs who were targeted in international market and try to recognize how these needs impact on their purchase behavior towards global brands. However, in these western countries consumers are enjoying paying products for self-directed values more than for social orientated values. Moreover, in international overlook the consumers always behave similar to each other when purchase wherever they are with regard to different income level the same as cultural differences (Kim, et al., 2002). Many economic, political and cultural practices have been changed by globalization which influence on the global acceptance of the consumers values and crate fear of local cultural traditions disappearance. Also, globalization has massive correlation with religious and national cultures positively and negatively. So, it is a productive method to figure out the similarity and differences between globalization and psychological behavior of consumers to know the social changes across countries. In addition, globalization may effect on new lifestyle as well as lead to the isolation from community (Chiu, et al., 2011). Mooij (2003) found that in individualist cultures people are more likely to buy unknown brands than in collectivist cultures. Some elements of globalization and international forces have been contributed to effect on consumer behavior such as identity and environment affiliation to society and others. although, the lifestyle of consumer and shapes of consumptions in western countries are not sustainable, well-being and global consumption ethic are not increasing which would be better for the environment. Moreover, global market has been adapted to fulfil international needs of consumers like famous fast-food restaurants do to ensure that micro cultural needs were fulfilled as well, which make them act and share similar culture and feel as part of international nation (Cornwell, Drennan, 2004). Measuring consumers reaction towards global products by determine two factors that influence the consumers decisions refuse or level of acceptance in purchasing these products. transformability of meaning which is the ability to transform the global goods between consumers to make them feel as it is local ones with considering some variables like social and cultural structures. Cultural compatibility which means how consumers believe in foreign goods and make them fit in local culture and values even if it is not localized, still as something foreign (Eckhardt, Mahi, 2004). Cultural identity which associated with internal feelings and consumer ethnocentrism which link with social principle have influenced and enhanced the consumers decisions and preferences with buying of local brand positively, while the global brand has a rapid propensity of refusing and affected negatively which might refer that to maintain the local economy. Again the relationship between preferences and actual purchase of global brand has concerned more in cultural identity which is known as better measuring tool as well than consumer ethnocentrism (He, Wang, 2014). Globalization in international marketing: global brand in local market Solving the technological problem, fulfil all consumers need and satisfy their demands, and the fast social market relation which belong to self-interested economic calculation are part of globalization, the global network of Islamic social culture forces the world to spilt up people from modern world. Globalization is a great period to maintain the development of social, economic, and political aspect of the government internationally, doing that to avoid the poverty and create opportunities for jobs, ideas, identities, practices and values. Globalization is powerful social forces which based on free market principles affecting people from wealthy countries such as executive managers and others who occupy important position in the government, where they attempt to distort the social reality through speeches and grant social process of globalization within their own market ideologies (Ardalan, 2008). Foreign companies have political and financial ability to achieve their objectives in a host country which make the consumers afraid of taking control over national market and effect on the economic nationalism. So, government and decision makers should move forward to influence on globalization in their county to diminish the control of foreign companies over national market. Because of that, general public, global firms, and government are expected to play huge role and be more economically nationalistic in controlling foreign firms. However, competition between local and global firms is tremendous in the nations that have anti-globalization feeling, so, local firms has to try to protect their position in the national economy from the impact of outsourcing and other issues (Akhter, 2007). Consumer behavior and attitudes in international marketing The effect of globalization on consumer attitudes and behavior Reference: Akhter, S. (2007). Globalization, Expectations Model of Economic Nationalism, and Consumer Behavior. Journal of Consumer Marketing, 24(3), 142??150. Alden, D., Steenkamp, J., & Batra, R. (2006). Consumer Attitudes Toward Marketplace Globalization: Structure, Antecedents and Consequences. International Journal of Research in Marketing, 23, 227??239. Ardalan, K. (2008). Globalization and Culture: Four Paradigmatic Views. 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Development and Quality of Life in Turkey: How Globalization, Religion, and Economic Growth Influence Individual Well-being. Journal of Macromarketing, 1-17. Suh, T., & Kwon, I. (2002). Globalization and Reluctant Buyers. International Marketing Review, 19(6), 663??680. Vadakepat, V. M. (2013). Multi-culture Consumer Behaviour in The Abu Dhabi Markets. Education, Business and Society: Contemporary Middle Eastern Issues, 6(1), 42??54.
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