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Segmenting consumers based on their evaluation of local, global and glocal brands
López-Lomelí, Miguel Ángel; Alarcón-del-Amo, … - In: Journal of international consumer marketing 31 (2019) 5, pp. 395-407
Persistent link: https://www.econbiz.de/10012200790
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Understanding the interplay between brand globalness and localness among homegrown and foreign global brands in South Korea
Tsai, Wanhsiu Sunny; Tao, Weiting; Liu, Yu; Lee, Yeunjae - In: Journal of global marketing 34 (2021) 1, pp. 1-18
Persistent link: https://www.econbiz.de/10012483618
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The interplay between brand globalness and localness for iconic global and local brands in the transitioning Chinese market
Liu, Yu; Tsai, Wanhsiu Sunny; Tao, Weiting - In: Journal of international consumer marketing 32 (2020) 2, pp. 128-145
Persistent link: https://www.econbiz.de/10012200809
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Do international retailers benefit from being global in emerging countries? : a multilevel study in China
Swoboda, Bernhard; Pennemann, Karin - In: Marketing : ZFP ; journal of research and management 36 (2014) 2, pp. 141-150
Persistent link: https://www.econbiz.de/10010385216
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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
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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
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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
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The impact of perceived brand globalness on consumers' willingness to pay
Davvetas, Vasileios; Sichtmann, Christina; … - In: International journal of research in marketing : IJRM ; … 32 (2015) 4, pp. 431-434
Persistent link: https://www.econbiz.de/10011428928
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Consumer evaluation of brand extension for global and local brands : the moderating role of product similarity
Punyatoya, Plavini - In: Journal of international consumer marketing 25 (2013) 3, pp. 198-215
Persistent link: https://www.econbiz.de/10009761420
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The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success
Sichtmann, Christina; Diamantopoulos, Adamantios - In: Journal of the Academy of Marketing Science 41 (2013) 5, pp. 567-585
Persistent link: https://www.econbiz.de/10010126677