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...