Not All Wrongdoing Companies Are Equal in the Public Eye

Consumer Reactions to Corporate Crises Corporate crises—those extraordinary critical events that can result in physical harm, financial loss, or environmental damage—often lead to significant backlash from consumers. When a company is at fault, it can face severe...

Global vs. Local Branding in the Era of Post-Globalization

Branding Across Globalization Stages In today’s rapidly changing global marketplace, brands face the challenge of navigating consumer perceptions that vary significantly depending on the level of globalization in their respective markets. Countries exhibit differing...

Brand Origin: What Happens When Consumers Get It Wrong?

Country-of-Origin: What Happens When Consumers Get It Wrong? The country-of-origin effect is a well-established phenomenon in international marketing and consumer behavior research. Consumers often associate certain intrinsic qualities of a product or brand with the...

Brand Globalness: More Than Just Geographical Reach

What Does “Global” Mean Anyway? Many multinational corporations have streamlined their brand portfolios, focusing on brands with significant global business potential. Traditionally, the concept of “brand globalness” has been linked to enhanced...

What We (Don’t) Know About Marketing Standardization vs. Adaptation

The Standardization vs. Adaptation Dilemma In today’s globalized business environment, companies of all sizes—from large multinational corporations to medium-sized enterprises and international start-ups—are increasingly generating significant shares of their revenues...