What Explains Consumers’ Global Brand Preferences?

Understanding Consumers’ Global Brand Preferences The globalization of marketplaces has fueled significant academic interest in understanding why consumers may prefer global brands over local ones. Researchers have explored various consumer dispositions—such as...

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 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...