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 …

Retailers have always worked to establish close relationships with customers through the
retail marketing mix. Thus, the literature has a long tradition of testing the effects of various …

Purpose–This paper aims to examine whether the strength of positive brand relationship can
either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate …

Conventional intercalation cathodes for lithium batteries store charge in redox reactions
associated with the transition metal cations, eg, Mn3+/4+ in LiMn2O4, and this limits the …

Intangible cultural heritage can provide cultural value content for product development and
marketing of tourism destinations, enabling these areas to obtain economic benefits. This …

This paper integrates country-of-origin and global/local branding literatures to investigate
how country-and brand-specific factors influence consumer preferences. Drawing from the …

The authors propose an augmented conceptual model explaining consumer preferences for
global brands versus local brands in emerging markets and test the model using data from a …

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