... the negative moderating role of globalism, while perceived out-group rejection attenuates the positive effect of multiculturalism. Practical implications The findings offer insights for local brand managers operating in markets characterized by transient and globally mobile consumers. Understanding how...

.... The second goal of this paper is to establish the ways in which community banks may successfully manage market share growth goals that may be antithetical to the principles of being a local brand. Design/methodology/approach The empirical analysis is on the US banking industry, spanning the years from...

... decisions to engage with local brands. Furthermore, studies show that expatriate consumers look for the best value in products and brands (Bundy, 2017) and often use home country consumption cues as reference points (Miocevic and Zdravkovic, 2020a) when choosing product and brand offerings. Coupled...