Extensive research has investigated branding practices, processes, and consumers'
reactions to brands in a globalized world. In this review, the authors aim to organize and …

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

The last few decades have seen the emergence of global consumer culture (GCC) as an
important force in the marketplace. Yet, in recent years, powerful political and economic …

Athlete brands exist within a network of brand relationships. Thus, considering the joint
influences of related brands at different levels (league, team, and athlete) is essential for …

Drawing on international branding literature and stereotyping research, the current study
seeks to answer the following research questions:(1) do consumers' perceptions of brand …

Consumers in Western markets are increasingly critical towards globalization and re-
embrace local values. Companies thus must decide whether to continue to pursue global …

Despite the well-documented importance of consumer-brand relationships, international
branding research has not yet investigated whether a brand's perceived globalness and …

Purpose The dominant paradigm in international branding research treats perceived brand
globalness (PBG) and localness (PBL) as attributes algebraically participating in brand …

Applied Mass Communication Theory: A Guide for Media Practitioners, Second Edition
bridges a review of theory to the contemporary work of media professionals. The text …

Abstract Generative Artificial Intelligence (AI) empowers the AI design process. Then, how
do consumers respond to AI-designed fashion products? Building on schema theory, this …