Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for Further Research

Extensive research has investigated how perceived brand globalness (PBG) and localness (PBL) affect brand. In this systematic literature review, the authors organize synthesize on PBG PBL by analyzing 95 articles published in past 17 years. They identify similarities, inconsistencies, omissions investigating different conceptualizations of PBL, boundary conditions effects preference, psychological mechanisms through which theoretical foundations underlying research, methodological approaches used literature. The study outlines avenues for further based prior current global trends, such as hybridization/glocalization marketing strategies, antiglobalization digitalization.