{"id":{"repo_id":"passau-thes","oai_identifier":"oai:kobv.de-opus4-uni-passau:1072"},"canonical_url":"https://search.dev.ndltd.org/etd/passau-thes/oai:kobv.de-opus4-uni-passau:1072","repository":{"repo_id":"passau-thes","name":"Universität Passau","base_url":"https://opus4.kobv.de/opus4-uni-passau/oai"},"display":{"title":"Three Essays on Global and Local Brands","abstract":"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.","abstract_html":"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.","abstract_has_math":false,"creators":["Koçer, Volkan"],"institution":"Universität Passau","degree_name":null,"degree_level":"thesis.doctoral","degree_discipline":null,"degree_department":null,"school":null,"contributors":["Totzek, Dirk","Schumann, Jan Hendrik"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2022,"date_issued":"2022-05-13","date_published":"2022-05-13","updated_at":"2026-07-24T03:45:06Z","subjects":["global brands","local brands","perceived brand globalness","perceived brand localness","international marketing"],"languages":[],"rights":["Standardbedingung laut Einverständniserklärung"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://opus4.kobv.de/opus4-uni-passau/frontdoor/index/index/docId/1072","outbound_label":"Repository record","outbound_source":"source_url"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Totzek, Dirk","Schumann, Jan Hendrik"]},{"key":"dc:creator","label":"Author","values":["Koçer, Volkan"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:publisher","label":"Institution","values":["Universität Passau"]},{"key":"dc:type","label":"Dc Type","values":["doctoralThesis"]},{"key":"thesis:degree_level","label":"Degree Level","values":["thesis.doctoral"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["Universität Passau"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["global brands","local brands","perceived brand globalness","perceived brand localness","international marketing"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["Standardbedingung laut Einverständniserklärung"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["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."]},{"key":"dc:format.medium","label":"Dc Format Medium","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["Three Essays on Global and Local Brands"]}]}],"canonical_facts":{"dc:contributor":["Totzek, Dirk","Schumann, Jan Hendrik"],"dc:creator":["Koçer, Volkan"],"dc:description.abstract":["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. 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