In the 21st century, luxury marketing increasingly utilizes “masstige marketing” as a strategic
approach. This approach combines luxury and mass brands and targets middle‐class …

Bioplastics have long been publicized as a sustainable plastic packaging alternative;
however, their widespread industrialization is still embryonic due to complex challenges …

This study explores the relationship between Supportive Psychological Climate (SPC),
Competitive Psychological Climate (CPC), Job Attitude (JA), and Job Performance (JP) …

Purpose The purpose of this study is to examine the role of perceived brand globalness
(PBG) and perceived brand localness (PBL) in developing consumer word-of-mouth …

Purpose The purpose of this study is to investigate how consumer brand engagement (CBE)
promotes brand love and eWOM within the influence of brand interactivity and consumer …

This study aims to provide a comprehensive understanding of consumer purchase (CPI)
intention in the fast-food industry by examining the roles of cultural intelligence (CQ) …

This article presents a comprehensive review of recent literature on consumer preferences
for local brands, focusing on 34 empirical studies published between 2018 and 2022. The …

The purpose of this research was to examine the shoe industry in the Kingdom of Saudi
Arabia and how brand localness and globalness affect customer loyalty. The study's …

This study ventures into unexplored research territory, effectively bridging a considerable
knowledge gap surrounding the application of perceived brand globalness and perceived …

Purpose: This study aims to understand better the perception of the country of origin of green
products towards the Generation Z population between local and global brands. This study …