Search Results - subject:"Perceived brand globalness"

The coalescence effect : how a combination of foreign and local appeals enhances customer engagement through perceived brand globalness

Hu, Miao; Chen, Jie; Alden, Dana; Chen, Qimei - In: Journal of international marketing 31 (2023) 1, pp. 49-68

Persistent link: https://www.econbiz.de/10014233451

Consequences of xenocentrism and ethnocentrism on brand image of Starbucks : moderating effects of national culture and perceived brand globalness between Colombia and Spain

Areiza-Padilla, Jose Andres; Cervera-Taulet, Amparo - In: Cross cultural & strategic management 30 (2023) 2, pp. 348-374

Persistent link: https://www.econbiz.de/10014317041

Consumer animosity : the mitigating effect of perceived brand globalness

Mandler, Timo; Bartsch, Fabian; Krüger, Tinka; Kim, … - In: International marketing review 40 (2023) 2, pp. 365-384

Persistent link: https://www.econbiz.de/10014266966

The dual impetus for perceived brand globalness and brand competence in a rapidly changing environment : the role of Brand-Nation Connection

He, Jiaxun; Ge, Jiaye - In: International marketing review 40 (2023) 1, pp. 4-27

Persistent link: https://www.econbiz.de/10014227446

International Strategic Management of Brands and Online Firms : Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internationalization

Sinning, Carolina - 2022

Development and National Culture Affect the Paths of Perceived Brand Globalness to Consumer Behavior across Nations -- Study 2 …. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the …

Persistent link: https://www.econbiz.de/10013270886

Effects of perceived brand localness and perceived brand globalness on consumer behavioral intentions in emerging markets

Safeer, Asif Ali; Abrar, Muhammad; Liu, Hancheng; He, … - In: Management decision 60 (2022) 9, pp. 2482-2502

Persistent link: https://www.econbiz.de/10013350505

Pathways to global versus local brand preferences : the roles of cultural identity and brand perceptions in emerging African markets

Yeboah-Banin, Abena A.; Quaye, Emmanuel Silva - In: Journal of global marketing 34 (2021) 5, pp. 372-391

Persistent link: https://www.econbiz.de/10012695201

Perceived brand globalness/localness : a systematic review of the literature and directions for further research

Liu, Hao; Schoefer, Klaus; Fastoso, Fernando; Tzemou, … - In: Journal of international marketing 29 (2021) 1, pp. 77-94

Persistent link: https://www.econbiz.de/10012484469

Materialism, cosmopolitanism, and emotional brand attachment : the roles of ideal self-congruity and perceived brand globalness

Fastoso, Fernando; González-Jiménez, Héctor - In: Journal of business research : JBR 121 (2020), pp. 429-437

Persistent link: https://www.econbiz.de/10012417364

How country development and national culture affect the paths of perceived brand globalness to consumer behavior across nations

Swoboda, Bernhard; Sinning, Carolina - In: Journal of business research : JBR 118 (2020), pp. 58-73

Persistent link: https://www.econbiz.de/10012287588