Global Brands in the United States: How Consumer Ethnicity Mediates the Global Brand Effect

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The Impact of Perceived Brand Globalness on Consumers’ Purchase Intention and the Moderating Role of Consumer Ethnocentrism: An Evidence from Vietnam (2020, background): “According to Dimofte, Johansson, and Bagozzi (2010), a global brand as a brand is standardized across countries with worldwide recognition and availability as well as high actual reach in the perspectives of practitioners.”
Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions (2019, background): “…global citizenship, higher brand trust, affect, purchase likelihood, and loyalty (Batra et al. 2000; Davvetas, Sichtmann, and Diamantopoulos 2015; Dimofte, Johansson, and Bagozzi 2010; Dimofte, Johansson and Ronkainen 2008; Holt, Quelch, and Taylor 2004; Steenkamp, Batra, and Alden 2003;…”
A bibliometric analysis of the global branding literature and a research agenda (2013, background): “Associated with the establishment of consumer– brand relationships as well as global consumer culture (Arnould & Thompson, 2005; Fournier, 1998; Ger & Belk, 1996), this topic involves the functional, experiential, and symbolic use and meaning of brands (Dimofte et al., 2010; Park et al., 1986).”