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Perceived Globalness and Localness in B2B Brands: A Co-Branding Perspective

Lookup NU author(s): Professor Klaus Schoefer



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


This research explores the topics of perceived brand globalness (PBG) and perceivedbrand localness (PBL) in the B2B context—specifically in terms of how brand localness andglobalness factor into B2B buyers’ decision making. It does so by examining co-brandingrelationships that involve alliances between well-known global and local B2B brands withunknown B2B brands in order to tease out the specific influence of brand globalness andlocalness on buyers’ quality evaluations of the unknown brand. In other words, it considers thepotential spillover effects of well-known PBG and PBL ally brands on lesser-known focal brandsin brand alliances. Notably, we analyze data collected from a sample of Brazilian and U.S. basedpurchase decision-makers and uncover a number of robust findings likely to benefit bothacademics and practitioners.

Publication metadata

Author(s): Mohan M, Brown BP, Sichtmann C, Schoefer K

Publication type: Article

Publication status: Published

Journal: Industrial Marketing Management

Year: 2018

Volume: 72

Pages: 59-70

Print publication date: 01/07/2018

Online publication date: 17/04/2018

Acceptance date: 30/03/2018

Date deposited: 03/04/2018

ISSN (print): 0019-8501

ISSN (electronic): 1873-2062

Publisher: Elsevier Inc.


DOI: 10.1016/j.indmarman.2018.03.014


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