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

Purpose The purpose of this study is to systematically collate and scrutinize the state of the
art on consumer cosmopolitanism (CCOS) from an international marketing perspective and …

Sociopolitical activist brands | Emerald Insight Books and journals Case studies Expert Briefings
Open Access Publish with us Advanced search Sociopolitical activist brands Holger Joerg Schmidt …

Global crises have become increasingly more frequent and consequential. Yet the impact of
these crises is unevenly distributed across countries, leading to discrepancies in (inter) …

Purpose Nation brand building is a complex task as it involves multiple stakeholders. In the
context of globalisation, a strong nation brand has important implications not only for …

Purpose This research investigates if perceived brand globalness (PBG) can help mitigate
the adverse effects of consumer animosity on brand evaluations and purchase intentions …

Purpose This paper aims to examine the impact that brand transgressions, and the effect of
an apology or lack thereof, have on consumers' intentions to co-create with a brand …

The authors develop an omni-brand orientation framework that is a bidimensional
conceptualization allowing global (local) brand elements to coexist alongside local (global) …

Celebrities have long been utilized by brands to enhance their products and services, with
the underlying assumption that the celebrity's positive attributes and public image would …

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 …