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This paper provides a perspective to the article by Cleveland and Bartsch in this issue. The purpose of this paper is to focus on examining objective global brand performance data in four industries and discuss the practicality of global vs country-level marketing strategy.

Drawing on data from Euromonitor, the analysis evaluates global brand performance in four industries over the last decade.

In most industries, global brands are less dominant than what is often assumed.

This commentary aims to bring a new perspective to the global consumer culture discussion and may spur valuable future research on the topic.

Due to changing consumer thinking patterns and market dynamics, the quick service restaurant (QSR) industry has changed dramatically in the past few years. Considering this, this study aims to examine the influence of perceived brand globalness and perceived brand localness on consumer word of mouth through brand attitude by considering consumer ethnocentrism and perceived brand origin as moderators.

This study obtained 750 responses from Turkish consumers through a survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.

This study discovered that perceived brand globalness and perceived brand localness are critical components that drive brand attitude, influencing consumers' WOM toward global and local QSR brands. Similarly, perceived brand globalness and perceived brand localness are important brand attributes influencing consumer WOM. Importantly, this study found the significant effects of perceived brand origin on brand attitude mainly toward perceived local brands compared to global QSR brands. Although this study did not uncover the influence of consumer ethnocentrism as expected. However, these insights may assist global and local managers to rethink their strategies toward Turkish consumer settings.

This study was conducted exclusively in Turkey. However, additional studies in other countries, such as the comparative Asian versus European consumers' perspectives, may be considered to generalize the findings.

This study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.

This novel study contributes to the accessibility diagnostic theory and signaling theory by examining consumers' perceptions of local and global brands.

The purpose of this study is to explore how the value of being global brands is experienced differently based upon foreign versus domestic origin of a brand. The conceptual framework is tested on samples from three countries – United States, India, and China. The data are analyzed using partial least squares structural equation modeling. The belief that global brands are of higher quality, more socially responsible, and deliver a sense of belongingness to a global community led to an orientation toward globally available consumption alternatives, or global consumption orientation (GCO). High GCO has been associated with preferences for global brands; however, we find that while this preference indeed extends to global brands based in foreign countries, it does not extend to global brands based in the home country. The study of global brands seldom distinguishes among types of global brands. This research examines global brands based on their foreign versus domestic origin; thus it offers a more nuanced understanding of the boundaries for the value of global brands.

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of global, local, and hybrid brands. This is a topic that is becoming increasingly important as the world moves toward global economic interdependence and increasingly more firms expand abroad.

As the paper is in its conceptual/modeling phase, its research design is not yet complete, nor does it offer any findings. Resting our work on attitude and identity theories, we derive hypotheses about the potential influence of consumer behavior constructs, that is, the levels of the consumer’s global consumption orientation, globalization attitude, consumer ethnocentrism, and consumer cosmopolitanism on global brand attitude and its influence on willingness to purchase global versus nonglobal brands. We also derive hypotheses about influences that might moderate this relationship; specifically the consumer’s affinity with the home country of the particular brand, and the perceived value embedded in the brand.

Our work will contribute to the expanding literature on global consumer culture and consumption patterns and will thus provide valuable insights for international marketing managers and for social policy.

Our work will examine the joint influences of several consumer behavior constructs on brand purchase behavior, in addition to the independent influences of these constructs. It will also explore the possible mediating influence of global brand attitude on purchase intentions and moderating effects, if any, of perceived value and consumer affinity on consumers’ choices of global over local and hybrid brands.

Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer engagement with global brands by uncovering the mediating mechanism of brand psychological ownership and moderating mechanism of global connectedness. The research framework is tested across developed and developing country contexts to highlight any cultural differences in the drivers of customer engagement with global brands.

Data were collected from developed (USA; n = 270) and developing (India; n = 273) countries through two online surveys and tested, employing structural equation modeling, across the two markets to investigate cross-cultural variations.

Social self-congruity has the strongest influence on customer engagement for USA consumers, while all three forms of self-congruity are equally important in India. Psychological ownership consistently works as the mediating mechanism across both contexts. While global connectedness accentuates the relationship between self-congruity and brand psychological ownership for Indian consumers, it attenuates the relationship amongst USA consumers.

While prior literature mainly establishes a direct link between self-congruity and customer engagement, this study provides a deeper understanding of the self-congruity–customer engagement relationship by: a) investigating the mediating role of psychological ownership; b) examining the moderating role of global connectedness and c) studying all three forms of self-congruity (i.e. actual, ideal and social) simultaneously. The study, testing the framework in developing and developed country settings, highlights cultural nuances in forming customer engagement with global brands.

The purpose of this study is to examine the role of perceived brand globalness (PBG) and perceived brand localness (PBL) in developing consumer word-of-mouth (CWOM) via brand attitude (BATT) by incorporating the moderating role of consumer ethnocentrism (CET) and perceived brand origin (PBO) as well as considering brand familiarity (BF) as a covariate in the context of global and local quick-service restaurant (QSR) brands in emerging markets.

This study obtained 764 responses from Chinese consumers through an online survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.

After controlling brand familiarity, this study revealed that PBG and PBL are critical components that drive brand attitude, which positively improves CWOM toward global and local QSR brands. Similarly, PBG and PBL are important brand attributes that directly influence CWOM. Importantly, this research found the significant role of PBO on brand attitude toward perceived local brands compared to global QSR brands. Although this study did not discover the influence of CET as expected. However, these insights may assist global and local managers to rethink their strategies in emerging markets.

This study was conducted exclusively in China. However, additional studies may be considered in other countries, such as comparing Asian vs European consumers.

This study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.

This novel study contributes to the accessibility–diagnosticity theory and signaling theory by examining consumers' perceptions of global and local QSR brands.

The purpose of this exploratory paper is to investigate and understand the most important factors that influence Arab-origin brands to go global and to appear in brand valuation studies.

Initially, content analysis on current literature has been conducted followed by qualitative research in the form of in-depth interviews with marketing experts that own or work for successful Arab-origin brands in Muslim countries. Data has been collected related to brands from Qatar, United Arab Emirates, Egypt, Kuwait and Saudi Arabia. A total of 20 in-depth interviews have been conducted by using face-to-face/online voice recorded method. Interviews have been transcribed, coded and analyzed.

Findings revealed that the main factors affecting the global branding process for Arab-origin brands are internal as compared to external factors. Some of the factors are common with factors in current literature such as dealing with local competition, however, many new factors as well have been identified like brand essence/meaning, internal marketing, top management support and entering mature markets. Cultural heritage plays a significant role in the strategy, creativity and leadership related to building global brands in Arab/Islamic countries. A preliminary model has been proposed based on the findings.

This study is just a starting point for further research. The interaction and relationship between internal and external factors could be further investigated. For example, top management support can moderate the influence of local competition in global markets (Carpenter and Fredrickson, 2001). The proposed framework should be quantitatively measured across different brands for further analyzing the main factors that influence Arab/Islamic-origin brands to go global and generalizing findings. Furthermore, the role of each factor may differ from one industry to another. For example in service organizations, frontline employees are crucial to the success of the organization and challenging to standardize across global markets. Investigating the different combinations of strategy, creativity and leadership from one global market to another opens doors for further scholarly work in this area.

This is a pioneer study in attempting to understand the most relevant factors influencing Arab-origin brands to go global as compared to Western brands that are commonly researched in the literature. This study opens doors to further research related to Arab-origin brands globalization process as well as provides interesting insights to marketers and brand owners about the real reasons that may hinder and genuinely influence Arab-origin brands from taking their locally successful brands fully global.

Scholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap.

This study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2) a mixed-methods approach: a focus group and two surveys and (3) structural equation modeling on two samples of consumers (one homogeneous and one heterogeneous) of global soft drink brands in Vietnam.

The study reveals significant and nonsignificant relationships among the selected marketing mix elements and brand loyalty and its antecedents of global FMCG. Slight differences in these relationships among the two samples are found. The existing scales are also reconciled with more suitable indicators. The results significantly contribute to the existing knowledge on marketing mix, brand equity and GBL, and global consumer culture.

This is the first study to investigate the simultaneous effects of advertising efforts, distribution intensity, and store image on brand loyalty and its antecedents of global FMCG in an emerging market. The findings will help practitioners develop suitable global branding strategies to manage global brand image and achieve consumer loyalty across emerging markets.

The purpose of this research is to explore how a successful global and a local brand may compete side by side in an existing market place based on consumer‐based brand equity and consumers' status‐seeking motivation for purchasing a global versus local brand.

The data for this research were collected through a self‐administered survey from students in a large Western Australian university.

The results show that a global brand is generally preferred in terms of all the dimensions of consumer‐based brand equity over a local brand. However, a significant interaction emerged between the type of brand and high versus low status‐seeking motivation consumers. A global brand is strongly favoured in terms of awareness, perceived quality and overall brand equity by high status seekers while a local brand seems to enjoy loyalty and overall brand equity among low status seekers. A global brand is also clearly preferred over a local brand along all dimensions of consumer‐based brand equity amongst high status‐seeking consumers. Further, a local brand is clearly preferred in terms of consumer‐based brand equity over the global brand by Australians whereas the global brand remains a clear favourite with non‐Australians.

Findings may not generalize beyond Australian sample and the product category.

This empirical research explores how global and local brands may compete with each other based on their strengths. This research also addresses a theoretical gap identified by Yoo and Donthu.