What Explains Consumers’ Global Brand Preferences?

The globalization of marketplaces has sparked strong academic interest in the factors that explain why consumers’ may prefer global brands over local brands. As a result, researchers have identified an array of consumer dispositions and brand characteristics...

Not All Wrongdoing Companies Are Equal in the Public Eye

Corporate crises are extraordinary critical events in a company’s life that may lead to consumers’ physical and psychological harm, financial loss, or environmental damage. Such crises often receive much media attention and cause consumers to experience negative...

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

Countries in Asia, the Middle East, and South America continue to experience substantial growth in terms of globalization and profound transformations of their consumer markets. In these globalizing markets, consumers tend to hold more favorable attitudes toward...

How Do Consumers Respond to Brand Origin Misclassifications?

The country-of-origin (COO) effect is one of the most widely studied phenomena in international marketing and consumer behavior research. Extant research suggests that country associations can significantly affect consumers’ product evaluations and purchase...

Brand Globalness: More Than Just Geographical Reach

The globalization of markets has led many multinational corporations to restructure their brand portfolios, favoring fewer brands that offer global business potential. Although much work has shed light on the potential outcomes of brand globalness, such as enhanced...