De Meulenaer, Sarah; Dens, Nathalie; De Pelsmacker, Patrick - In: International Marketing Review 32 (2015) 6, pp. 606-626
(advertising copy, brand name, spokesperson, brand logo) influences consumers’ perceived brand globalness. Design … two clusters. Findings – Advertising copy is most important in determining perceived brand globalness. The spokesperson … and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand …