期刊
JOURNAL OF INTERNATIONAL MARKETING
卷 29, 期 1, 页码 77-94出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/1069031X20973184
关键词
perceived brand globalness; perceived brand localness; systematic literature review
类别
This systematic literature review analyzes 95 articles published in the past 17 years on perceived brand globalness (PBG) and perceived brand localness (PBL), identifying similarities, inconsistencies, and omissions 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.
Extensive research has investigated how perceived brand globalness (PBG) and perceived brand localness (PBL) affect brand. In this systematic literature review, the authors organize and synthesize the literature on PBG and PBL by analyzing 95 articles published in the past 17 years. They 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.
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