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Brands and Branding around the World · Study

WorkBrands and Branding around the World

Ayşegül Özsomer2024

Work2024

Brands and Branding around the World

Ayşegül Özsomer · Rajeev Batra · Jan‐Benedict E.M. Steenkamp

14 citations·0/0 files stored·Journal of International Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

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References

1999Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture 2020Brands Taking a Stand: Authentic Brand Activism or Woke Washing?2014Creating the Responsible Consumer: Moralistic Governance Regimes and Consumer Subjectivity 2010Subtle Signals of Inconspicuous Consumption 2012The Interplay between Global and Local Brands: A Closer Look at Perceived Brand Globalness and Local Iconness 2008Cognitive and Affective Reactions of U.S. Consumers to Global Brands 2001Shifting Standards and the Evaluation of Competence: Complexity in Gender‐Based Judgment and Decision Making 2014An Extended Model of Preference Formation between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect

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2023Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crisesarticle · 7 shared references 2020Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for Further Researchreview · 5 shared references 2019On the Interplay Between Consumer Dispositions and Perceived Brand Globalness: Alternative Theoretical Perspectives and Empirical Assessmentarticle · 5 shared references 2022Effects of perceived brand localness and perceived brand globalness on consumer behavioral intentions in emerging marketsarticle · 5 shared references 2021The compensatory influences of country stereotypes and the global/local nature of brands: An extended frameworkarticle · 5 shared references 2022The relationship between perceived brand globalness/localness and purchase intention: exploring the role of consumer-brand identification with underdog positioningarticle · 5 shared references

Details

Year2024

Typeeditorial

Published2024-08-09

VenueJournal of International Marketing

ISSN-L1069-031X

Languageen

Citations14

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1177/1069031x241265816

openalex_workW4401461808

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