...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...

... Ethnocentrism Nationalism Global citizenship through global brands Global identity The framework identifies two dimensions which underlie consumer cultural identity conceptualizations and measurements: first, consumer engagement with globalization–localization discourses, and second, more general...

... as meaning national, the meaning of “global” and the unengaged category of consumer. The purpose of this paper is to provide a perspective on the Strizhakova and Coulter article in this issue, with particular focus on the conceptualization of local and global identities. In the conceptualization...

... Global brands Global identity Brand local iconness Chinese elements Cultural compatibility Local identity As a direct consequence of globalization, global brands have expanded quickly into emerging markets. Meanwhile, such global brands face a strategic decision regarding how to position...

... between CSR messages and country image, and second, how consumers’ global identity affects their response to CSR signals. Design/methodology/approach – The conceptual framework is examined in two samples of US consumers evaluating a new foreign entrant into the US market. Findings...