Keywords analyzed
| Topics | Keywords | No. |
|---|---|---|
| Global, local and cultural branding dynamics | ||
| Perceived brand globalness (PBG) and perceived brand localness (PBL) | 8 | |
| Standardization and adaptation | 3 | |
| Global brands | 3 | |
| Global marketing | 2 | |
| International marketing | 2 | |
| Local brands | 2 | |
| Cross-cultural | 2 | |
| Glocal Brands | 2 | |
| Global consumer culture positioning | 1 | |
| Global branding | 1 | |
| Global expansion | 1 | |
| Global citizenship | 1 | |
| Global brand associations | 1 | |
| Global consumer culture | 1 | |
| Global identity | 1 | |
| Perceived brand origin | 1 | |
| Global brand strategy | 1 | |
| Global brand halo | 1 | |
| Global acceptance | 1 | |
| Cultural brands | 1 | |
| Cultural identity | 1 | |
| National identity | 1 | |
| Cultural congruity | 1 | |
| Cultural orientation | 1 | |
| National traditions | 1 | |
| Local iconic brands | 1 | |
| Local authenticity | 1 | |
| Place-related identity dispositions | 1 | |
| Country image | 1 | |
| Country of origin | 1 | |
| Country of association | 1 | |
| Brand origin recognition accuracy | 1 | |
| Perceived market reach | 1 | |
| Globalization | 1 | |
| Brand-nation connection | 1 | |
| International brand loyalty | 1 | |
| Segmentation | 1 | |
| Cultural orientation | 1 | |
| Cultural values | 1 | |
| Branding and brand concepts | ||
| Brand equity | 2 | |
| Brands | 2 | |
| Brand concepts | 1 | |
| Brand credibility | 1 | |
| Brand image | 1 | |
| Brand loyalty | 1 | |
| Brand associations | 1 | |
| Brand love | 1 | |
| Brand attachment | 1 | |
| Brand value | 1 | |
| Brand awareness | 1 | |
| Brand recall | 1 | |
| Brand recognition | 1 | |
| Brand benefits | 1 | |
| Consumer-based brand equity | 1 | |
| Brand stereotype | 1 | |
| Brand commitment | 1 | |
| Brand innovativeness | 1 | |
| Consumer behavior and perceptions | ||
| Consumer behavior | 4 | |
| Rituals | 2 | |
| Consumer ethnocentrism | 1 | |
| Consumer values | 1 | |
| Consumer culture positioning strategy | 1 | |
| Consumer-brand identification | 1 | |
| Consumer behavior/cognition | 1 | |
| Consumer attitudes | 1 | |
| Affective preference | 1 | |
| Identity expressiveness | 1 | |
| Customer orientation | 1 | |
| Holistic consumer experience | 1 | |
| Consumer-brand relationships | 1 | |
| Relationship-building approach | 1 | |
| Marketing and market concepts | ||
| Social responsibility | 3 | |
| Corporate social responsibility | 3 | |
| Market segmentation | 2 | |
| Target marketing | 1 | |
| Marketing strategy | 1 | |
| Fast moving consumer goods | 1 | |
| Brand/product choice | 1 | |
| Brand management | 1 | |
| Stakeholders | 1 | |
| Cultural and identity concepts | ||
| Cosmopolitanism | 1 | |
| Culture | 1 | |
| Multiethnic | 1 | |
| Multicultural | 1 | |
| Nationalism | 1 | |
| Ethnocentrism | 1 | |
| Migrant | 1 | |
| Countries, regions and markets | ||
| Emerging markets | 4 | |
| Developed country | 3 | |
| Developing country | 1 | |
| Europe | 1 | |
| South Korea | 1 | |
| USA | 1 | |
| Germany | 1 | |
| Turkey | 1 | |
| Croatia | 1 | |
| Serbia | 1 | |
| Ethnic Chinese | 1 | |
| Fashion industry | 1 | |
| Retailing | 1 | |
| Strategies and approaches | ||
| Internationalization | 1 | |
| Market entry | 1 | |
| Strategic management | 1 | |
| Retail internationalization | 1 | |
| Methodologies and theories | ||
| Text mining | 1 | |
| Topic modeling | 1 | |
| Structural equation modeling | 1 | |
| Hazard rate models | 1 | |
| Markov Chain Monte Carlo | 1 | |
| Qualitative research | 1 | |
| Structural equations modeling | 1 | |
| Associative network memory model | 1 | |
| Signaling theory | 1 | |
| Survey research | 1 | |
| Extended case method | 1 | |
| Technologies and platforms | ||
| New technological product | 1 | |
| Social media | 1 | |
| TikTok | 1 | |
| E-commerce | 1 | |
| Search engines | 1 | |
| Other concepts | ||
| Signaling theory | 1 | |
| Human values | 1 | |
| Advertising | 1 | |
| Inclusiveness | 1 | |
| Resource-based theory | 1 | |
| Innovation | 1 | |
| Social media marketing | 1 | |
| Content marketing | 1 | |
| Advertising | 1 | |
| Branding and brand management | 1 | |
| Communities | 1 | |
| Price premium | 1 | |
| Recommendation | 1 | |
| Individualism/collectivism | 1 | |
| Profitability | 1 | |
| Price sensitivity | 1 | |
| Travel | 1 |
| Topics | Keywords | No. |
|---|---|---|
| Perceived brand globalness (PBG) and perceived brand localness (PBL) | 8 | |
| Standardization and adaptation | 3 | |
| Global brands | 3 | |
| Global marketing | 2 | |
| International marketing | 2 | |
| Local brands | 2 | |
| Cross-cultural | 2 | |
| Glocal Brands | 2 | |
| Global consumer culture positioning | 1 | |
| Global branding | 1 | |
| Global expansion | 1 | |
| Global citizenship | 1 | |
| Global brand associations | 1 | |
| Global consumer culture | 1 | |
| Global identity | 1 | |
| Perceived brand origin | 1 | |
| Global brand strategy | 1 | |
| Global brand halo | 1 | |
| Global acceptance | 1 | |
| Cultural brands | 1 | |
| Cultural identity | 1 | |
| National identity | 1 | |
| Cultural congruity | 1 | |
| Cultural orientation | 1 | |
| National traditions | 1 | |
| Local iconic brands | 1 | |
| Local authenticity | 1 | |
| Place-related identity dispositions | 1 | |
| Country image | 1 | |
| Country of origin | 1 | |
| Country of association | 1 | |
| Brand origin recognition accuracy | 1 | |
| Perceived market reach | 1 | |
| Globalization | 1 | |
| Brand-nation connection | 1 | |
| International brand loyalty | 1 | |
| Segmentation | 1 | |
| Cultural orientation | 1 | |
| Cultural values | 1 | |
| Brand equity | 2 | |
| Brands | 2 | |
| Brand concepts | 1 | |
| Brand credibility | 1 | |
| Brand image | 1 | |
| Brand loyalty | 1 | |
| Brand associations | 1 | |
| Brand love | 1 | |
| Brand attachment | 1 | |
| Brand value | 1 | |
| Brand awareness | 1 | |
| Brand recall | 1 | |
| Brand recognition | 1 | |
| Brand benefits | 1 | |
| Consumer-based brand equity | 1 | |
| Brand stereotype | 1 | |
| Brand commitment | 1 | |
| Brand innovativeness | 1 | |
| Consumer behavior | 4 | |
| Rituals | 2 | |
| Consumer ethnocentrism | 1 | |
| Consumer values | 1 | |
| Consumer culture positioning strategy | 1 | |
| Consumer-brand identification | 1 | |
| Consumer behavior/cognition | 1 | |
| Consumer attitudes | 1 | |
| Affective preference | 1 | |
| Identity expressiveness | 1 | |
| Customer orientation | 1 | |
| Holistic consumer experience | 1 | |
| Consumer-brand relationships | 1 | |
| Relationship-building approach | 1 | |
| Social responsibility | 3 | |
| Corporate social responsibility | 3 | |
| Market segmentation | 2 | |
| Target marketing | 1 | |
| Marketing strategy | 1 | |
| Fast moving consumer goods | 1 | |
| Brand/product choice | 1 | |
| Brand management | 1 | |
| Stakeholders | 1 | |
| Cosmopolitanism | 1 | |
| Culture | 1 | |
| Multiethnic | 1 | |
| Multicultural | 1 | |
| Nationalism | 1 | |
| Ethnocentrism | 1 | |
| Migrant | 1 | |
| Emerging markets | 4 | |
| Developed country | 3 | |
| Developing country | 1 | |
| Europe | 1 | |
| South Korea | 1 | |
| USA | 1 | |
| Germany | 1 | |
| Turkey | 1 | |
| Croatia | 1 | |
| Serbia | 1 | |
| Ethnic Chinese | 1 | |
| Fashion industry | 1 | |
| Retailing | 1 | |
| Internationalization | 1 | |
| Market entry | 1 | |
| Strategic management | 1 | |
| Retail internationalization | 1 | |
| Text mining | 1 | |
| Topic modeling | 1 | |
| Structural equation modeling | 1 | |
| Hazard rate models | 1 | |
| Markov Chain Monte Carlo | 1 | |
| Qualitative research | 1 | |
| Structural equations modeling | 1 | |
| Associative network memory model | 1 | |
| Signaling theory | 1 | |
| Survey research | 1 | |
| Extended case method | 1 | |
| New technological product | 1 | |
| Social media | 1 | |
| TikTok | 1 | |
| E-commerce | 1 | |
| Search engines | 1 | |
| Signaling theory | 1 | |
| Human values | 1 | |
| Advertising | 1 | |
| Inclusiveness | 1 | |
| Resource-based theory | 1 | |
| Innovation | 1 | |
| Social media marketing | 1 | |
| Content marketing | 1 | |
| Advertising | 1 | |
| Branding and brand management | 1 | |
| Communities | 1 | |
| Price premium | 1 | |
| Recommendation | 1 | |
| Individualism/collectivism | 1 | |
| Profitability | 1 | |
| Price sensitivity | 1 | |
| Travel | 1 |
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