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- W2896819024 abstract "Despite the well-documented importance of consumer-brand relationships, international branding research has not yet investigated whether a brand's perceived globalness and localness influence consumers' identification with the brand. Drawing on brand relationship theory and global/local branding literature, the present research theorizes on how perceived brand globalness and localness influence consumer-brand relationship building and discusses how these influences vary for brands of domestic versus foreign origin. Two studies in mature and emerging markets, using several brands across multiple product categories, reveal that both perceived brand globalness and localness have positive effects on consumer-brand identification. These effects (1) hold in both mature and emerging market settings, (2) are independent of brand quality assessments, (3) interact in a mutually-reinforcing way, and (4) are moderated by brand origin in a substitutional manner indicating that the relational effects of brand localness (globalness) are stronger for foreign (domestic) than for domestic (foreign) brands." @default.
- W2896819024 created "2018-10-26" @default.
- W2896819024 creator A5025238816 @default.
- W2896819024 creator A5034066593 @default.
- W2896819024 creator A5059218994 @default.
- W2896819024 date "2019-11-01" @default.
- W2896819024 modified "2023-10-16" @default.
- W2896819024 title "The relational value of perceived brand globalness and localness" @default.
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- W2896819024 doi "https://doi.org/10.1016/j.jbusres.2018.10.025" @default.
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