Articles analyzed
| Title | Journal | Year |
|---|---|---|
| A bibliometric analysis of the global branding literature and a research agenda | Journal of International Business Studies | 2013 |
| A cross-cultural case study of consumers’ communications about a new technological product | Journal of Business Research | 2020 |
| A Cross-Cultural Examination of Corporate Social Responsibility Marketing Communications in Mexico and the United States: Strategies for Global Brands | Journal of International Marketing | 2011 |
| A longitudinal analysis of country image and brand origin effects | International Marketing Review | 2022 |
| A strategic marketing intelligence and multi-organisational resilience framework | European Journal of Marketing | 2008 |
| A Study of the Internationalization-Performance Relationship in Global Retailing: The Moderating Role of Brand Standardization and Cultural Diversity | Journal of International Marketing | 2021 |
| An Extended Model of Preference Formation Between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect | Journal of International Marketing | 2015 |
| Beyond anger: A deeper look at consumer animosity | Journal of International Business Studies | 2015 |
| Beyond reach: an extended model of global brand effects | International Marketing Review, 2019 | 2019 |
| Brand Concepts as Representations of Human Values: Do Cultural Congruity and Compatibility Between Values Matter? | Journal of marketing | 2012 |
| Brand credibility and marketplace globalization: The role of perceived brand globalness and localness | Journal of International Business Studies | 2020 |
| Brand origin and country of production congruity: Evidence from the UK and China | Journal of Business Research | 2016 |
| Branded Products as a Passport to Global Citizenship: Perspectives from Developed and Developing Countries | Journal of International Marketing | 2008 |
| Branding in a global marketplace: The mediating effects of quality and self-identity brand signals | International Journal of Research in Marketing | 2011 |
| Cross-national consistency of place-related identity dispositions as antecedents of global brand advocacy among ethnic Chinese at home and abroad | Journal of Business Research | 2023 |
| Cross-national market segmentation in the fashion industry - A study of European, Korean, and US consumers | International marketing review | 2007 |
| Cultural Brands from Emerging Markets: Brand Image Across Host and Home Countries | Journal of International Marketing | 2009 |
| Drivers of Brand Commitment: A Cross-National Investigation | Journal of International Marketing | 2010 |
| Drivers of consumer-based brand equity: a two-country analysis of perceived brand origin and identity expressiveness | International Marketing Review | 2020 |
| Drivers of local relative to global brand purchases: A contingency approach | Journal of International Marketing | 2015 |
| Fostering international brand loyalty through committed and attached relationships | International Business Review | 2011 |
| Generating global brand equity through corporate social responsibility to key stakeholders | International Journal of Research in Marketing | 2012 |
| Getting to global: An evolutionary perspective of brand expansion in international markets | Journal of International Business Studies | 2009 |
| Global branding and strategic CSR: An overview of three types of complexity | International marketing review | 2009 |
| Go local or go global: how local brands promote buying impulsivity | International Marketing Review | 2020 |
| How global brands create firm value: the 4V model | International Marketing Review | 2014 |
| How global brands travel with consumers An examination of the relationship between brand consistency and meaning across national boundaries | International Marketing Review | 2010 |
| International strategies of emerging market firms Standardization in brand management revisited | European Journal of Marketing | 2010 |
| Is Multi-Ethnic Advertising a globally viable strategy for a Western luxury car brand? A mixed-method cross-cultural study | Journal of Business Research | 2018 |
| Lit Up or Dimmed Down? Why, When, and How Regret Anticipation Affects Consumers' Use of the Global Brand Halo | Journal of International Marketing | 2020 |
| Package Design as a Communications Vehicle in Cross-Cultural Values Shopping | Journal of International Marketing | 2009 |
| Positioning Multicountry Brands: The Impact of Variation in Cultural Values and Competitive Set | Journal of Marketing Research | 2017 |
| Ritualization: A Strategic Tool to Position Brands in International Markets | Journal of International Marketing | 2017 |
| Social media ties strategy in international branding: An application of resource-based theory | Journal of International Marketing | 2018 |
| The effect of global company animosity on global brand attitudes in emerging and developed markets: Does perceived value matter? | Journal of International Marketing | 2013 |
| The Fresh Start Mindset: A Cross-National Investigation and Implications for Environmentally Friendly Global Brands | Journal of International Marketing | 2021 |
| The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting | Journal of International Business Studies | 2017 |
| The process of global brand strategy development and regional implementation | International Journal of Research in Marketing | 2012 |
| Understanding Cultural Differences in Consumers' Reactions to Foreign-Market Brand Extensions: The Role of Thinking Styles | Journal of International Marketing | 2019 |
| What to stress, to whom and where? A cross-country investigation of the effects of perceived brand benefits on buying intentions | International Journal of Research in Marketing | 2016 |
| A cultural approach to branding in the global marketplace | Journal of international Marketing | 2008 |
| A qualitative approach to understanding brand image in an international context: Insights from Croatia and Serbia | International Marketing Review | 2013 |
| Adapted or standardized copy: Is non-cultural English the answer? | Journal of Business Research | 2014 |
| An investigation of global versus local online branding | International Marketing Review | 2007 |
| Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market | Journal of International Marketing | 2023 |
| Consumer cultural identity: local and global cultural identities and measurement implications | International Marketing Review | 2019 |
| Consumers and Brands across the Globe: Research Synthesis and New Directions | Journal of International Marketing | 2018 |
| Cultural resonance of global brands in Brazilian social movements | International Marketing Review | 2017 |
| Do Global Brands Use Similar Executional Styles Across Cultures? A Comparison of U.S. And Japanese Television Advertising | Journal of Advertising | 2015 |
| Effect of brand extension strategies on brand image: A comparative study of the UK and Spanish markets | International Marketing Review | 2008 |
| Enhancing Consumer Attitude Toward Culturally Mixed Symbolic Products from Foreign Global Brands in an Emerging-Market Setting: The Role of Cultural Respect | Journal of International Marketing | 2019 |
| Examining the relationships between brand authenticity, perceived value and brand forgiveness: The role of cross-cultural happiness | Journal of Business Research | 2023 |
| Getting the word out on Twitter: The role of influentials, information brokers and strong ties in building word-of-mouth for brands | International Journal of Advertising | 2017 |
| Global and local brand stereotypes: formation, content transfer and impact | International Marketing Review | 2019 |
| Global brand architecture position and market-based performance: The moderating role of culture | Journal of International Marketing | 2015 |
| Global brand positioning and perceptions: International advertising and global consumer culture | International advertising and global consumer culture | 2010 |
| Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework | Journal of International marketing | 2008 |
| How consumer-based brand equity relates to market share of global and local brands in developed and emerging countries | International Marketing Review | 2020 |
| How country development and national culture affect the paths of perceived brand globalness to consumer behavior across nations | Journal of Business Research | 2020 |
| International brands in emerging markets: the myths of segmentation | International Marketing Review | 2015 |
| Local or Global Image? The Role of Consumers' Local–Global Identity in Code-Switched Ad Effectiveness Among Monolinguals | Journal of Advertising | 2016 |
| Materialism, cosmopolitanism, and emotional brand attachment: The roles of ideal self-congruity and perceived brand globalness | ournal of Business Research | 2020 |
| MNCs and religious influences in global markets: Drivers of consumer-based halal brand equity | International Marketing Review | 2017 |
| On the Interplay Between Consumer Dispositions and Perceived Brand Globalness: Alternative Theoretical Perspectives and Empirical Assessment | Journal of International Marketing | 2019 |
| Reflections on global brands, global consumer culture and globalization | International Marketing Review | 2019 |
| Should have i bought the other one? Experiencing regret in global versus local brand purchase decisions | Journal of International Marketing | 2018 |
| Stereotyping global brands: Is warmth more important than competence? | Journal of Business Research | 2019 |
| Susceptibility to global consumer culture: A three-dimensional scale | Psychology & Marketing | 2008 |
| The dual impetus for perceived brand globalness and brand competence in a rapidly changing environment: the role of Brand-Nation Connection | International Marketing Review | 2023 |
| The interplay between global and local brands: A closer look at perceived brand globalness and local iconness | Journal of International Marketing | 2012 |
| The moderating impact of perceived globalness on consumers’ purchase intentions for copycats: The pleasure of hurting global brands | Psychology & Marketing | 2019 |
| The relational value of perceived brand globalness and localness | Journal of Business Research | 2019 |
| The uncertain future of globalization: Implications for global consumer culture and global brands | International Marketing Review | 2019 |
| The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace | International Journal of Research in Marketing | 2012 |
| Uncertainty Evokes Consumers’ Preference for Brands Incongruent with their Global–Local Citizenship Identity | Journal of Marketing Research | 2021 |
| When “Global” Becomes a Challenge: The Role of Freshness in Food Brand Preference Formation | Journal of International Marketing | 2023 |
| Brand strategies of western MNCs as drivers of globalization in Central and Eastern Europe | European Journal of Marketing | |
| Global Brand Building and Management in the Digital Age | Journal of International Marketing | 2020 |
| Global brand communities across borders: the Warhammer case | International Marketing Review | 2007 |
| Global brand positioning and perceptions International advertising and global consumer culture | International journal of Advertising | 2010 |
| Managing the consumer-based brand equity process: A cross-cultural perspective | International Business Review | 2019 |
| The Effects of Retail Banner Standardization on the Performance of Global Retailers | Journal of Retailing | 2019 |
| Brothers in blood, yet strangers to global brand purchase: A four-country study of the role of consumer personality | Journal of Business Research | 2017 |
| Cognitive and affective reactions of U.S. consumers to global brands | Journal of International Marketing | 2008 |
| How to Go GloCal: Omni-Brand Orientation Framework | Journal of International Marketing | 2022 |
| Title | Journal | Year |
|---|---|---|
| A bibliometric analysis of the global branding literature and a research agenda | 2013 | |
| A cross-cultural case study of consumers’ communications about a new technological product | 2020 | |
| A Cross-Cultural Examination of Corporate Social Responsibility Marketing Communications in Mexico and the United States: Strategies for Global Brands | 2011 | |
| A longitudinal analysis of country image and brand origin effects | 2022 | |
| A strategic marketing intelligence and multi-organisational resilience framework | 2008 | |
| A Study of the Internationalization-Performance Relationship in Global Retailing: The Moderating Role of Brand Standardization and Cultural Diversity | 2021 | |
| An Extended Model of Preference Formation Between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect | 2015 | |
| Beyond anger: A deeper look at consumer animosity | 2015 | |
| Beyond reach: an extended model of global brand effects | 2019 | |
| Brand Concepts as Representations of Human Values: Do Cultural Congruity and Compatibility Between Values Matter? | 2012 | |
| Brand credibility and marketplace globalization: The role of perceived brand globalness and localness | 2020 | |
| Brand origin and country of production congruity: Evidence from the UK and China | 2016 | |
| Branded Products as a Passport to Global Citizenship: Perspectives from Developed and Developing Countries | 2008 | |
| Branding in a global marketplace: The mediating effects of quality and self-identity brand signals | 2011 | |
| Cross-national consistency of place-related identity dispositions as antecedents of global brand advocacy among ethnic Chinese at home and abroad | 2023 | |
| Cross-national market segmentation in the fashion industry - A study of European, Korean, and US consumers | 2007 | |
| Cultural Brands from Emerging Markets: Brand Image Across Host and Home Countries | 2009 | |
| Drivers of Brand Commitment: A Cross-National Investigation | 2010 | |
| Drivers of consumer-based brand equity: a two-country analysis of perceived brand origin and identity expressiveness | 2020 | |
| Drivers of local relative to global brand purchases: A contingency approach | 2015 | |
| Fostering international brand loyalty through committed and attached relationships | 2011 | |
| Generating global brand equity through corporate social responsibility to key stakeholders | 2012 | |
| Getting to global: An evolutionary perspective of brand expansion in international markets | 2009 | |
| Global branding and strategic CSR: An overview of three types of complexity | 2009 | |
| Go local or go global: how local brands promote buying impulsivity | 2020 | |
| How global brands create firm value: the 4V model | 2014 | |
| How global brands travel with consumers An examination of the relationship between brand consistency and meaning across national boundaries | 2010 | |
| International strategies of emerging market firms Standardization in brand management revisited | 2010 | |
| Is Multi-Ethnic Advertising a globally viable strategy for a Western luxury car brand? A mixed-method cross-cultural study | 2018 | |
| Lit Up or Dimmed Down? Why, When, and How Regret Anticipation Affects Consumers' Use of the Global Brand Halo | 2020 | |
| Package Design as a Communications Vehicle in Cross-Cultural Values Shopping | 2009 | |
| Positioning Multicountry Brands: The Impact of Variation in Cultural Values and Competitive Set | 2017 | |
| Ritualization: A Strategic Tool to Position Brands in International Markets | 2017 | |
| Social media ties strategy in international branding: An application of resource-based theory | 2018 | |
| The effect of global company animosity on global brand attitudes in emerging and developed markets: Does perceived value matter? | 2013 | |
| The Fresh Start Mindset: A Cross-National Investigation and Implications for Environmentally Friendly Global Brands | 2021 | |
| The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting | 2017 | |
| The process of global brand strategy development and regional implementation | 2012 | |
| Understanding Cultural Differences in Consumers' Reactions to Foreign-Market Brand Extensions: The Role of Thinking Styles | 2019 | |
| What to stress, to whom and where? A cross-country investigation of the effects of perceived brand benefits on buying intentions | 2016 | |
| A cultural approach to branding in the global marketplace | 2008 | |
| A qualitative approach to understanding brand image in an international context: Insights from Croatia and Serbia | 2013 | |
| Adapted or standardized copy: Is non-cultural English the answer? | 2014 | |
| An investigation of global versus local online branding | 2007 | |
| Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market | 2023 | |
| Consumer cultural identity: local and global cultural identities and measurement implications | 2019 | |
| Consumers and Brands across the Globe: Research Synthesis and New Directions | 2018 | |
| Cultural resonance of global brands in Brazilian social movements | 2017 | |
| Do Global Brands Use Similar Executional Styles Across Cultures? A Comparison of U.S. And Japanese Television Advertising | 2015 | |
| Effect of brand extension strategies on brand image: A comparative study of the UK and Spanish markets | 2008 | |
| Enhancing Consumer Attitude Toward Culturally Mixed Symbolic Products from Foreign Global Brands in an Emerging-Market Setting: The Role of Cultural Respect | 2019 | |
| Examining the relationships between brand authenticity, perceived value and brand forgiveness: The role of cross-cultural happiness | 2023 | |
| Getting the word out on Twitter: The role of influentials, information brokers and strong ties in building word-of-mouth for brands | 2017 | |
| Global and local brand stereotypes: formation, content transfer and impact | 2019 | |
| Global brand architecture position and market-based performance: The moderating role of culture | 2015 | |
| Global brand positioning and perceptions: International advertising and global consumer culture | 2010 | |
| Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework | 2008 | |
| How consumer-based brand equity relates to market share of global and local brands in developed and emerging countries | 2020 | |
| How country development and national culture affect the paths of perceived brand globalness to consumer behavior across nations | 2020 | |
| International brands in emerging markets: the myths of segmentation | 2015 | |
| Local or Global Image? The Role of Consumers' Local–Global Identity in Code-Switched Ad Effectiveness Among Monolinguals | 2016 | |
| Materialism, cosmopolitanism, and emotional brand attachment: The roles of ideal self-congruity and perceived brand globalness | 2020 | |
| MNCs and religious influences in global markets: Drivers of consumer-based halal brand equity | 2017 | |
| On the Interplay Between Consumer Dispositions and Perceived Brand Globalness: Alternative Theoretical Perspectives and Empirical Assessment | 2019 | |
| Reflections on global brands, global consumer culture and globalization | 2019 | |
| Should have i bought the other one? Experiencing regret in global versus local brand purchase decisions | 2018 | |
| Stereotyping global brands: Is warmth more important than competence? | 2019 | |
| Susceptibility to global consumer culture: A three-dimensional scale | 2008 | |
| The dual impetus for perceived brand globalness and brand competence in a rapidly changing environment: the role of Brand-Nation Connection | 2023 | |
| The interplay between global and local brands: A closer look at perceived brand globalness and local iconness | 2012 | |
| The moderating impact of perceived globalness on consumers’ purchase intentions for copycats: The pleasure of hurting global brands | 2019 | |
| The relational value of perceived brand globalness and localness | 2019 | |
| The uncertain future of globalization: Implications for global consumer culture and global brands | 2019 | |
| The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace | 2012 | |
| Uncertainty Evokes Consumers’ Preference for Brands Incongruent with their Global–Local Citizenship Identity | 2021 | |
| When “Global” Becomes a Challenge: The Role of Freshness in Food Brand Preference Formation | 2023 | |
| Brand strategies of western MNCs as drivers of globalization in Central and Eastern Europe | ||
| Global Brand Building and Management in the Digital Age | 2020 | |
| Global brand communities across borders: the Warhammer case | 2007 | |
| Global brand positioning and perceptions International advertising and global consumer culture | 2010 | |
| Managing the consumer-based brand equity process: A cross-cultural perspective | 2019 | |
| The Effects of Retail Banner Standardization on the Performance of Global Retailers | 2019 | |
| Brothers in blood, yet strangers to global brand purchase: A four-country study of the role of consumer personality | 2017 | |
| Cognitive and affective reactions of U.S. consumers to global brands | 2008 | |
| How to Go GloCal: Omni-Brand Orientation Framework | 2022 |
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