Figure 1.
The conceptual model shows perceived brand globalness labelled P B G and perceived brand localness labelled P B L on the left, with solid and dashed arrows labelled H 1 to H 4 leading from P B G and P B L to brand consistency and brand clarity, brand consistency shown above brand clarity, a dashed vertical arrow linking brand consistency to brand clarity, a solid arrow labelled H 5 leading from brand consistency to perceived quality, a dashed arrow leading from brand clarity to perceived quality, and a dashed arrow leading from perceived quality to purchase intention, with a note stating solid arrows represent hypothesized paths, dashed arrows represent replicated paths, P B G equals perceived brand globalness, and P B L equals perceived brand localness.Conceptual model