The Interplay between Global and Local Brands: A Closer Look at Perceived Brand Globalness and Local Iconness

By Ayşegül Özsomer. 2012

383 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/9e32486714934f842a9a27aae99018356476c9c1

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Citations in the corpus

The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference (2016, methodology): “4 associations create brand value by building on the local identity, supporting the local culture, and adapting the brand to local tastes and needs (Özsomer, 2012; Schuiling & Kapferer, 2004).”
A bibliometric analysis of the global branding literature and a research agenda (2013, background): “Given the managerial importance of global branding, scholars have demonstrated much interest in the topic, as demonstrated by the increasing level of enrichment (e.g., Dimofte, Johansson, & Bagozzi, 2010; Özsomer, 2012; Zhang & Khare, 2009) and scholarly reviews (e.”
Do brand warmth and brand competence add value to consumers? A stereotyping perspective (2020, background): “On the other hand, PBL does not necessarily imply that the brand is only present in a single country, but in contrast to PBG, emphasizes the localness aspect of a brand through its symbolic or even iconic role for a local culture (Özsomer, 2012).”
How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity (2020, background): “Global brands are brands that use similar brand names, positioning strategies, and marketing portfolios in most of their target markets (€Ozsomer, 2012).”
Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions (2019, background): “Research has further documented that local brands can counter the threat posed by global brands by incorporating LCC elements into their brand promise (Özsomer 2012; Schuiling and Kapferer 2004; Steenkamp, Batra, and Alden 2003; Strizhakova and Coulter 2015).”