In contrast to the abundance of research on brand- and consumer-related determinants global/local brand preference, little is known about whether how product category affects consumer choices between local global brands. Drawing from schema theory, authors (1) argue that consumers rely their schemata form perceptions versus superiority, (2) introduce a compact scale measure these perceptions, (3) identify key antecedents consequences perceptions. Two studies in developed emerging markets...

Purpose The dominant paradigm in international branding research treats perceived brand globalness (PBG) and localness (PBL) as attributes algebraically participating assessment disregards the perception of brands humanlike entities actively embedded consumers’ social environments. Challenging this view drawing from stereotype theory, purpose paper is to suggest that PBG/PBL trigger categorization products under superordinate mental categories global/local which carry distinct stereotypical...

Abstract Despite heightened interest in brand transgressions among academics and practitioners, the literature remains silent about influence of a brand’s origin on consumer responses to misconduct. This leaves managers unaware how adapt post-transgression recovery strategies at home abroad. Contrary in-group country bias literature, we theorize an “origin-backfire” effect: consumers forgive domestic less . Analyzing experimental, social media, secondary-longitudinal data, find that treat...

This research addresses the unexplored postpurchase dynamics of global/local brand choices by investigating experience regret in global versus local purchases. Drawing on theory, authors demonstrate four complementary studies that availability both chosen and forgone brands influences consumer responses to regrettable purchases direction magnitude this influence depend consumers’ product category schema identity. Study 1 shows decisions forgo for elicit stronger regret, lower satisfaction,...

Although prior research is congested with constructs intended to capture consumers’ dispositions toward globalization and global/local products, their effects appear replicate difficulty, little known about the underlying theoretical mechanisms. This investigation revisits relationship between prominent consumer (consumer ethnocentrism, cosmopolitanism, identity, attitude) perceived brand globalness as determinants of responses global brands. Drawing on selective perception social identity...

Global crises have become increasingly more frequent and consequential. Yet the impact of these is unevenly distributed across countries, leading to discrepancies in (inter)national crisis-regulating institutions’ ability uphold public trust safeguard their constituents’ well-being. Employing paradigm citizens as customers political institutions, drawing on attribution sociopolitical theories, using COVID-19 pandemic an empirical context, authors investigate how consumers’ relative...

Research has long established the existence of a global brand halo that benefits brands by triggering “global equals better” inferences consumers. Nevertheless, little is known about conditions under which this may or not be used whether and, if so, how it can situationally fade. Drawing from regret theory, authors posit anticipating conditionally both attenuate and accentuate consumers’ use develop serial conditional process model to explain mechanism underlying regret’s influence. The...

Purpose This paper aims to respond calls in academia for an update of the product lifecycle (PLC). Through a systematic literature review, authors provide updated agenda, which advance PLC concept research, teaching and practice. Design/methodology/approach The started by surveying 101 marketing academics globally ascertain whether was viewed necessary beneficial community thereafter conducted citation analysis research papers textbooks usage. subsequent review methodology split into two...

Accelerating antiglobalization challenges previously undisputed assumptions about the importance of a product's globalness/localness in purchase decisions. Putting these to test, this article conceptualizes as distinct product attribute and decomposes its utility into weight preference components. Subsequently, it offers an equity-theory-based prediction attribute's declining relevance/trivialization quantifies trade-offs with other attributes by calculating global/local price premiums....

The increase of immigrant employees in services has made intercultural service encounters a commonplace phenomenon. In these encounters, customers frequently use employees’ accent to infer their ethnic background, often eliciting cultural stereotypes. However, it is still unknown how accent-based stereotyping impacts customer participation (CP), that is, the degree which engage process by contributing effort, knowledge, and information improve experience. Addressing this question four...

Abstract This paper investigates the relationship between firm crisis behavior and resulting consumer–brand (CBR) response. Drawing from theoretical traditions in brand transgressions, service failure, communications, we use longitudinal survey data combined with archival social media to empirically test effect of response speed information strategy on short‐term consumer evaluations (1 month after response), long‐term CBR year response). Results show that, contrary intuitive expectations, a...

Pandemic lockdowns in early 2020 disrupted daily life worldwide and created an opportunity for self-reflection consumption paradigm shifts. However, patterns might take different directions, opposing views exist about whether consumers (1) prolong reduced after lockdown or (2) compensate restrictions through self-indulgence. Drawing from self-determination theory individual–cultural values frameworks, this article develops a conceptual model of postlockdown related to three factors:...

Purpose Although firm growth through the acquisition of independent players is at a record high, market reports reveal parallel increase in firms that enjoy noticeable consumer support across industries and threaten MNC-owned brands several countries. Despite this evident contrast, no research has investigated how stack up against their non-independent counterparts from perspective. This study examines standoff proposes outperform contenders fostering perceptions product craftmanship warmth...

Purpose This study aims to investigate the impact of green marketing strategy (GMS) and firms’ decision invest in or divest from activities during a crisis on business performance. Design/methodology/approach The collected survey data 245 Greek firms 2015 Eurozone GMS investments firm resilience crisis. Time-lagged, objective performance for subset these helped examine postcrisis financial Findings Pursuing builds resilience, especially companies that decided not reduce resources allocated...