BATT_ij is brand attitude (dependent variable) for observation i in group j, γ₀₀ is the fixed regression coefficient for the intercept of the regression equation, u_0j is the random regression coefficient for the intercept of the regression equation for group j, r_ij is the observation- and group-specific residual, PBG_ij is perceived brand globalness (Level 1 predictor) for observation i in group j, PBL_ij is perceived brand localness (Level 1 predictor) for observation i in group j, BFAM_ij is brand familiarity (Level 1 predictor) for observation i in group j, CON_ij is representing a vector of controls – age and gender (Level 1 controls), γ₁₀ is the fixed regression coefficient for the main effect of PBG_ij, γ₂₀ is the fixed regression coefficient for the main effect of PBL_ij, γ₃₀ is the fixed regression coefficient for the main effect of BFAM_ij, γ₄₀ is the fixed regression coefficient for the effect of vector of controls CON_ij, BS(W/C)_j represents brand warmth or competence for group j, γ₀₁ is the fixed regression coefficient for the main effect of BS(W/C)_j, BOS(W/C)_j represents brand origin warmth or competence for group j, γ₀₂ is the fixed regression coefficient for the main effect of BOS(W/C)_j, BBS(W/C)_j represents brand buyer/user warmth or competence for group j and γ₀₃ is the fixed regression coefficient for the main effect of BBS(W/C)_j