Purpose: This paper provides a perspective to the article by Cleveland and Bartsch in this issue. The purpose of this paper is to focus on examining objective global brand performance data in four industries and discuss the practicality of global vs country-level marketing strategy....

Purpose: The purpose of this paper is to provide a perspective on the Strizhakova and Coulter article in this issue, with particular focus on the conceptualization of local and global identities. Findings: Strizhakova and Coulter (2019) offer valuable service in their discussion of the...

Covers -- Editorial boards -- Guest editorial -- Inconsistencies in the behavioural effects of consumer ethnocentrism -- The EU as superordinate brand origin: an entitativity perspective -- COO vs ROO: importance of the origin in customer preferences towards financial entities -- Country of...