Purpose – The brand management literature argues that the standardization of branding strategy across global markets leads to consistent and well‐defined brand meaning. The paper aims to challenge this thesis by empirically examining whether and how global brands travel with consumers. The paper studies how consumers create brand meanings at home and abroad as well as the impact of context (e.g. place) on the meaning of global brands for the same consumers.
Stored only when both papers are in the corpus — 98 citations exist upstream.