Can CSR and sustainability signals increase corporate brand performance and brand
equity? What makes these signals more effective? Although research largely evaluates …

Due to a globalized economy, most multinational companies have shifted from a multi-local
strategy to a global branding strategy to help them maintain their brand image as a globally …

Purpose The growing competition in Malaysia's modest fashion industry has proven to be
the main challenge for the business to stay relevant in the market. Based on this reason, it is …

Purpose This study examined the effects of perceived brand localness (PBL) and perceived
brand globalness (PBG) on consumer behavioral intentions (CBIs)(PI–purchase intentions …

Purpose This study aims to examine how perceptions of the globalness or localness of a
brand affect the purchase intentions of consumers through the building of consumer–brand …

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

Are consumers across countries becoming more similar over time in terms of their spending
across product categories? If so, what are the antecedents and consequences of …

Jedes Mal, wenn ich jemandem in Deutschland erzähle, dass ich mich mit dem Phänomen
der Luxusmarke beschäftige, fallen die Reaktionen extrem aus. Von Faszination bis …

This research investigates the effects of the perceived store image and private label
brands'(PLB) price image on customer attitude towards standard PLBs in two emerging …

Sınır ötesi elektronik ticaretin gelişmesi, küresel ölçekte faaliyette bulunan işletmelerin
gerçekleştirdikleri yenilikçi pazarlama uygulamalarındaki ilerlemeler, sosyal medya kanalları …