...Douglas Ewing; Mohammadali Zolfagharian; Sasawan Heingraj Purpose This study links ethnic identity and global identity with perceptions of brand globalness (BG) and brand local iconness (BLI) regarding home country brands. Identity Theory considers consumer behavior as driven by multiple...

... likelihood. Meanwhile, consumer cultural identity is found to moderate the impact of brand local iconness on purchase likelihood. Practical implications Evaluation and improvement of cultural compatibility in a global brand that incorporates Chinese elements is recommended for multinational marketers...