Are local endorsers effective for global brands in emerging markets? The role of self-congruity and self-brand connection

Emerging markets are becoming central to global brand growth, yet consumer responses to global brands remain underexplored in these contexts. Drawing on self-congruity theory and social identity theory, this research investigates how perceived brand globalness influences purchase intention through self-congruity and self-brand connection. A quasi-experimental study (N = 212) conducted among Mexican consumers manipulated endorser’s ethnic origin (local vs. foreign vs. no endorser) and measured brand perceptions using a fictitious global beauty brand. The results reveal a sequential mediation: perceived brand globalness enhances self-congruity, which in turn strengthens self-brand connection and increases purchase intention. This indirect effect is moderated by global identity and the endorser’s ethnic origin, such that local endorsers amplify identity-driven pathways to purchase. For managers, these results highlight the importance of combining global positioning with culturally relevant cues, particularly local endorsers, to reinforce brand relevance, reduce psychological distance, and stimulate purchase intention in emerging markets.