.... The authors suggest that local identity should not always be reduced to a local-as-national identity, but may be relevant as a sub-national or regional identity. The authors also find that another relevant identity-relevant construct is that of consumer disidentification that represents active rejection...

... 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...