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

Hao Liu,Efstathia Tzemou,Klaus Schoefer,Fernando Fastoso

doi:10.1177/1069031x20973184

Abstract

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

Highlights

Extensive research has investigated how perceived brand globalness (PBG) and perceived brand localness (PBL) affect brand
Our review is guided by six research questions: (1) How is PBG conceptualized? (2) How is PBL conceptualized? (3) What are the boundary conditions of PBG’s/PBL’s effects on brand preference? (4) What mechanisms explain the PBG/PBL effects on brand preference? (5) What are the theoretical foundations underlying PBG/PBL research? and (6) What are the methodological approaches used in PBG/ PBL literature? We examine how the literature addresses these aspects and propose how future research might best advance each one
Because PBL exhibits a deep connection with the local culture, and PBG and PBL can coexist within a specific brand image, we argue that “brand local icon value” (Steenkamp, Batra, and Alden 2003), brand local iconness (Ozsomer 2012), and PBL (Swoboda, Pennemann, and Taube 2012) are conceptually identical, as they all connote a deep connection with the local culture

Summary

Introduction

Extensive research has investigated how perceived brand globalness (PBG) and perceived brand localness (PBL) affect brand In this systematic literature review, the authors organize and synthesize the literature on PBG and PBL by analyzing 95 articles published in the past 17 years. Steenkamp, Batra, and Alden (2003) coined the term “perceived brand globalness” (PBG) to reflect consumer perceptions of a brand as global (i.e., as widely available and accepted across the world) They introduced the term “brand local icon value”— known as perceived brand localness (PBL)—to reflect how well a Journal of International Marketing 29(1). Our review is guided by six research questions: (1) How is PBG conceptualized? (2) How is PBL conceptualized? (3) What are the boundary conditions of PBG’s/PBL’s effects on brand preference? (4) What mechanisms explain the PBG/PBL effects on brand preference? (5) What are the theoretical foundations underlying PBG/PBL research? and (6) What are the methodological approaches used in PBG/ PBL literature? We examine how the literature addresses these aspects and propose how future research might best advance each one

Methods

Results

Conclusion