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In three essays, this dissertation examines the past, present and future of branding in an international context, contributing to the research area of global/local brands, while also offering managers valuable insights for their branding strategies.
The first essay provides scholars and practitioners a detailed state of the art of global/local brand research and proposes promising angles for future research, especially considering major
challenges for our societies.
The second essay incorporates the segment of cosmopolitan consumers into perceived brand globalness/localness research. Theoretically grounded in the concepts of social identity theory and complexity, the essay builds on perceived brand globalness/localness to analyze how cosmopolitans arrange both their global and local orientations. Aside offering scholars a new theoretical lens regarding consumer cosmopolitanism, managers can benefit from the gained insights, if cosmopolitans are a particular target group in their business strategy.
The third and final essay meta-analytically investigates how the variables perceived brand globalness and localness materialize on various key outcome variables. At heart of this essay is a comparison of both perceived brand globalness and localness, offering scholars and practitioners valuable empirical insights on similarities and differences between their effects on outcomes such as brand quality.