An Extended Model of Preference Formation between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect

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The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference (2016, background): “Consequently, we include perceived brand globalness and perceived brand localness as distinct drivers of attitudes and intentions in our model (see also Özsomer, 2012; Swoboda et al., 2012; Xie et al., 2015).”
The Impact of Perceived Brand Globalness on Consumers’ Purchase Intention and the Moderating Role of Consumer Ethnocentrism: An Evidence from Vietnam (2020, background): “Besides, Xie, Batra, and Peng (2015) also demonstrated that perceived brand globalness does not directly impact on consumers’ purchase intention.”
Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions (2019, background): “Some have argued that globalization and (alleged) homogenization favor those marketers who are able to position their brands as symbols of global consumer culture (GCC; Özsomer, and Altaras 2008; Steenkamp, Batra, and Alden 2003; Xie, Batra, and Peng 2015).”