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 This paper aims to provide an integrative review on nation branding literature and
to identify new avenues for future research on embedding nation equity into commercial …

Abundant consumer data has made decision-making more complicated, rather than simple,
for marketers. This raises an important question about which variables in the data contain …

There has been a growing trend of supporting domestic brands following the COVID‐19
pandemic, and some brands from emerging markets have accelerated their …

Purpose The study draws primarily on social identity theory and conceptualizes perceived
brand localness (PBL) as a signal of in-group membership to local consumers and …

High-profile instances of brands accused of cultural appropriation suggest that even the
most prominent brands fail to fully understand the complexities of this phenomenon. This …

Purpose This paper explores how platforms reconfigure versatile digital resources to
achieve marketing agility in international markets. Design/methodology/approach We draw …

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 …

Purpose This study investigates the underlying mechanism through which perceived local
iconness increases customers' purchase intentions for culturally mixed products …

Purpose This paper aims to move beyond previous investigations juxtaposing the
performance of global versus domestic brands, where domestic is referred to as “localness” …