.... Practical implications Incorporating Chinese cultural elements that can evoke local iconness perceptions among Chinese consumers is necessary for global brands. Moreover, when creating or promoting culturally mixed products, global brands should carefully consider consumers’ perceived quality, social...

...Wanrudee Tangsupwattana; Xiaobing Liu Purpose The purpose of this paper is to investigate Generation Y consumers’ symbolic consumption on brand attitude and purchase intention toward global brands. Design/methodology/approach A conceptual model has been developed to illustrate the proposed...