Consumer World-Mindedness and Attitudes toward Product Positioning in Advertising: An Examination of Global versus Foreign versus Local Positioning

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The Effect of Global Company Animosity on Global Brand Attitudes in Emerging and Developed Markets: Does Perceived Value Matter? (2013, background): “Prior research has found that animosity toward specific countries is positively related to consumer ethnocentrism (Jiménez and San Martín 2010; Nijssen and Douglas 2004).”
Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective (2012, background): “…by dramatic growth in worldwideinvestment and trade, the emergence of global media and the Internet, and the expansion of world travel in recent decades (Steenkamp and De Jong 2010)—presents a fundamental challenge to companies around the world (Iversen and Hem 2011; Nijssen and Douglas 2011).”
The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference (2016, background): “Recent trends highlight consumers’ need for authenticity and product originality (Nijssen & Douglas, 2011) as well as their desire to “return to the roots” and re-embrace their local communities also represent promising opportunities for local brands’ competitive position (Steenkamp & de Jong,…”