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Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for Further Research

Lookup NU author(s): Hao Liu, Professor Klaus Schoefer, Dr Efstathia Tzemou



This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).


Extensive research has investigated how perceived brand globalness (PBG) and perceived brand localness (PBL) affect brand preference since Steenkamp, Batra, and Alden’s (2003) landmark article. In this systematic literature review, we organize and synthesize the literature on PBG and PBL by analyzing 95 articles published in the past 17 years. We identify similarities, inconsistencies, and omissions in the literature by investigating different conceptualizations of PBG and PBL, boundary conditions of PBG and PBL effects on brand preference, psychological mechanisms through which PBG and PBL affect brand preference, the theoretical foundations underlying PBG and PBL research, and methodological approaches used in the literature. The study outlines avenues for further research based on prior research and current global trends, such as hybridization/glocalization marketing strategies, antiglobalization trends, and digitalization.

Publication metadata

Author(s): Liu H, Schoefer K, Fastoso F, Tzemou E

Publication type: Article

Publication status: Published

Journal: Journal of International Marketing

Year: 2021

Volume: 29

Issue: 1

Pages: 77-94

Print publication date: 01/03/2021

Online publication date: 18/01/2021

Acceptance date: 23/10/2020

Date deposited: 23/10/2020

ISSN (print): 1069-031X

ISSN (electronic): 1547-7215

Publisher: Sage Publications, Inc.


DOI: 10.1177/1069031X20973184


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