Role of perceived brand globalness and localness in developing consumer word-of-mouth in the hospitality industry
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DOI: 10.1108/ijoem-06-2022-0964
Abstract: PurposeThe purpose of this study is to examine the role of perceived brand globalness (PBG) and perceived brand localness (PBL) in developing consumer word-of-mouth (CWOM) via brand attitude (BATT) by incorporating the moderating role of… read more here.
Keywords: role; consumer; brand; global local ... See more keywords
Consumer animosity: the mitigating effect of perceived brand globalness
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DOI: 10.1108/imr-08-2022-0186
Abstract: PurposeThis research investigates if perceived brand globalness (PBG) can help mitigate the adverse effects of consumer animosity on brand evaluations and purchase intentions.Design/methodology/approachThe authors analyze survey data from Chinese consumers (N = 395) and South Korean consumers… read more here.
Keywords: effect; consumer animosity; brand; animosity ... See more keywords
How Perceived Brand Globalness Drives Value in Emerging Markets: An Examination from China
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DOI: 10.5539/ijbm.v12n11p111
Abstract: The purpose of this study is to explore the influence of consumers’ perceived brand globalness (PBG) on their brand attitudes in the emerging market that has experienced rapid growth and transition. We also examine the… read more here.
Keywords: perceived brand; brand; brand globalness; globalness drives ... See more keywords