Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework

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How Product Category Shapes Preferences toward Global and Local Brands: A Schema Theory Perspective (2016, background): “Global brands represent risk-minimizing options due to their association with high quality (Özsomer 2012; Steenkamp, Batra, and Alden 2003) as well as highly credible choices because of their marketing-mix consistency and long-termworldwide investments (Özsomer and Altaras 2008).”
The Impact of Perceived Brand Globalness on Consumers’ Purchase Intention and the Moderating Role of Consumer Ethnocentrism: An Evidence from Vietnam (2020, background): “Ozsomer and Altaras (2008) suggested that perceived brand globalness can increase brand social responsibility.”
The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference (2016, background): “Moreover, the standardized character of many global brands, their long-term brand investments, as well as their need to sustain a worldwide reputation operate as credibility signals which subsequently reduce consumers’ perceived risk (Özsomer & Altaras, 2008).”