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Local–Global Cobrand Positioning and Consumer Evaluations in Emerging Markets
16 references·1 citing·48 second hopsampled
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References

  • 2002A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition.7,415 cited
  • 1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE3,046 cited
  • 1998Brand Equity as a Signaling Phenomenon2,005 cited
  • 2014Word of mouth and interpersonal communication: A review and directions for future research1,493 cited
  • 2004Brand Credibility, Brand Consideration, and Choice1,425 cited
  • 1998Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes1,244 cited
  • 2000Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries1,192 cited
  • 2002How perceived brand globalness creates brand value1,115 cited
  • 1999Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture1,017 cited
  • 2004The Starbucks Brandscape and Consumers’ (Anticorporate) Experiences of Glocalization723 cited
  • 2002The impact of brand credibility on consumer price sensitivity563 cited
  • 2006The Glocalization of Youth Culture: The Global Youth Segment as Structures of Common Difference479 cited
  • 2020Corporate Sociopolitical Activism and Firm Value476 cited
  • 2015Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer Behavior: A Social Identity Theory Perspective

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456 cited
  • 2010A Global Investigation into the Constellation of Consumer Attitudes toward Global and Local Products455 cited
  • 2010Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness449 cited
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    • 2025Conform to local: how local vs global brand positioning increases consumer conformity5 cited