Three Essays on Global and Local Brands

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.

Level thesis:degree_level

thesis.doctoral

Grantor dc:publisher

Universität Passau

Year

2022

Author dc:creator

• Koçer, Volkan

Contributors dc:contributor

• Totzek, Dirk
• Schumann, Jan Hendrik

• global brands
• local brands
• perceived brand globalness
• perceived brand localness
• international marketing

Statement dc:rights

• Standardbedingung laut Einverständniserklärung

Repository record source_url

https://opus4.kobv.de/opus4-uni-passau/frontdoor/index/index/docId/1072

OAI identifier oai:identifier

oai:kobv.de-opus4-uni-passau:1072