Issues

Special issue: Deglobalization and Global Branding Strategy. Guest Editors: Cheng Lu Wang and Jiaxun He

Guest editorial: Deglobalization challenges and global branding strategies

Cheng Lu Wang; Jiaxun He
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Navigating culture mixing: a framework for global brand legitimacy in an era of deglobalization

Qianying Huang; Zhuomin Shi; Claire Deng
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Understanding the effects of uncertainty on NPD speed: a temporal perspective

Qing Ye; Ying Huang; Alexandra Ni; Fue Zeng; Tianyang Lou
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Deglobalization and the emergence of confederated communities

Claire Cardy; Bianca Schmitz; Olaf Plötner; Johannes Habel
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Consumer cosmopolitan patriotism: the construct, measurement and managerial implications

Jiaxun He; Jingyi Hu
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Cultural heritage branding in a deglobalized world: global brand resonance through local cultural events

Jing Li; David Liu; Henry F. L. Chung; Qingji Fan
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Consumers' brand attitudes in a deglobalized world: external threats boost attitudes toward local brands through emotional bonding

Yu-ting Hu; Yongcheng Xin
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Revisiting consumer ethnocentric tendency amid deglobalization: a political narrative perspective

Kevin J. Zeng; Herbert Sima; Haksin Chan; Morgan X. Yang; Wen Delong
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Consumer animosity and product perception: significance of perceived domestic alternatives during deglobalisation

Han Yin; Eddy S. Fang; Treasa Kearney; Miranda Mirosa; Cangyu Jin
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