...Dario Miocevic; Milena Micevski; Nina Michaelidou Purpose Our work investigates digital nomads’ consumption adaptation through a preference for local brands when visiting a specific host country. We develop a theoretical framework that explores the effects of digital nomads’ relationships...

... to the global or local brands' market shares in different countries. Originality/value This paper analyzes the relationship between CBBE and market share by focusing on different brand types (global versus local) in different country groups (developed versus emerging). It does so by using a company dataset...

...Martin Heinberg Purpose Local brands in emerging markets suffer from fierce competition and chronic disadvantages. The purpose of this paper is to investigate if outbreaks of animosity against the West (AAW) might benefit local brands by raising consumers’ willingness to pay (WTP) and willingness...