What makes consumers buy branded goods in developing markets? The importance of loyalty, e-WOM and habits

How does a brand change the way people shop in developing countries? This study examines how specific brand factors (loyalty, social responsibility, high-end brand purchase, online reviews, peer influence, price-quality perception, and trust in foreign brands) influence consumer buying intent in a developing market (N. Macedonia). Our findings show a shift from transactional to relational behavior, with three key predictors of purchase intention for branded products: brand loyalty, online reviews (eWOM), and habitual purchase of premium brands. In contrast, corporate social responsibility, social influence from close contacts, trust in foreign brands, and price-quality perceptions were not significant. This suggests that in fast-moving markets, digital influence and habits now outweigh traditional trust metrics or social image. The paper offers important theoretical and practical implications for marketing managers operating in rapidly changing markets.

Keywords: Brand, Consumer Behavior, Developing Country, Brand Equity, Positioning