Extensive research has investigated how perceived brand globalness (PBG) and perceived
brand localness (PBL) affect brand. In this systematic literature review, the authors organize …

Despite a notable interest by scientific community to examine globalness/localness
perceptions of a brand, there is absence of a review which offers a comprehensive …

The prominence of social media influencers (SMI) has dramatically shifted in recent years.
SMI enables brands to connect with users through unique and original content, thereby …

Multinational corporations (MNCs) are perceived as global brands with advantages in
influencing consumer behavior. However, whether the advantages of perceived brand …

Purpose This research aims to explore how consumers' local brand choices differ between
air-polluted days and clean days, and why the difference occurs. Design/methodology …

Understanding the purchase likelihood of potential buyers is an important prerequisite for
marketers to carry out targeted marketing. Massive authentic and personalized user …

Consumers in emerging markets are known to have strong preferences for well‐known
foreign brands. Drawing on schema and categorization theories, this study empirically …

Purpose Grounded in categorization theory, this study examines the impact of luxury parent
brand status signaling on brand extension authenticity and consumer attitudes in two …

Purpose: The aim of this study was to investigate the antecedents of consumers' purchase
intention toward local dairy products. In doing so, this article delves into the relationships …

Based on their evaluations, attitudes, and purchase intention towards global, local, or glocal
brands, this article provides and understanding of different consumer segments, in an …