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The primary purpose of this study is to identify if and how international terrorism has altered the rank and value of brands, and whether the increasing uncertainty of globalizing risks need an adaptation of international brand management.

The methodology for this study was exploratory and quantitative at the same time, and utilized longitudinal brand ranking and a cross‐sector and cross‐industry data in a comparative research design. Both descriptive and relational statistics are used to analyze the data.

The key findings reveal that, in the five consecutive years after 9/11/2001, brands have experienced significant moderation in rank and value. A significant gap in the evolution of US and non‐US brands was found in this period of time. The evidence calls for brand management that reflects the risks that globalized at the same pace as brand reach.

The limitations to the study are that the findings cannot explore all possible causes of uncertainty, but it nevertheless provides strong indications.

Managers should not assume that terrorism and other globalizing risks only cause direct physical destruction; they need to be adequately prepared to handle indirect impact that can alter the rank and value of their brands. The paper identifies specific areas for future megabrand strategy and calls for its internationalization.

This paper on Mexican college students aims to examine the effects of general consumer variables (i.e. normative interpersonal influence and brand consciousness) and brand‐specific variables (i.e. perceived quality and emotional value) on purchase intention toward a US apparel brand.

The study is designed to determine the factors influencing Mexican college students' purchase intention toward a US apparel brand. Purchase intention is explained with several variables: normative interpersonal influence, brand consciousness, perceived quality, and emotional value. A total of 256 college students in Mexico participated in the survey.

Using structural equation modeling (SEM), the study finds that Mexican college students' normative interpersonal influence positively affected brand consciousness. Brand consciousness is positively related to emotional value, but not to perceived quality of a US brand. Emotional value positively influences purchase intention toward a US brand, while perceived quality negatively influences purchase intention.

This study provides valuable strategic implications for US retailers who plan to enter the Mexican market. According to the findings of the study, US retailers could focus on the emotional aspects of US brands in order to appeal to Mexican college students, especially those who are brand conscious.

Given that the Mexican market provides growth opportunities for US apparel retailers, there has been a dearth of empirical research on Mexican college students' attitudes and perceptions toward US brands. In this regard, this paper is designed to determine the factors influencing Mexican college students' purchase of US apparel brands.

Most consumers can buy products from various countries, including their own. Some prefer local products; others prefer the superior quality, price, or image of foreign products. This study aims to investigate the strength of these preferences and their effects on consumers' evaluations of, and intentions to buy, foreign products.

With a sample of 571 Thai consumers, this study measures consumer ethnocentrism (CET), a general attitude, and country‐specific attitudes toward three product categories (cars, radios, and pens) with American brand associations.

Thai consumers' evaluations of US products vary at different levels of consumer ethnocentrism and country‐specific attitudes.

Although it extends existing research into a less developed country setting, this study still relies on data from a single country.

Managers of both local and foreign brands can make use of these findings to position their offerings appropriately in Thailand.

This study extends the use of the CET concept to a less developed country and confirms prior results obtained in developed nations. In addition, it considers the joint effects of country‐specific and general attitudes in combination.

The purpose of this paper is to examine the direct and indirect effects of individuals' self‐concept, product‐oriented variables (i.e. consumer's need for uniqueness (NFU), and clothing interest), and brand‐specific variables (i.e. perceived quality and emotional value) on purchase intention toward a US retail brand versus a local brand that are available in the Indian market.

Data obtained from 405 college students in India were analyzed using structural equation modeling.

This study found that Indian consumers' self‐concept and NFU had indirect effects on purchase intention of the US brand and the local brand. Both self‐concept and NFU positively influenced clothing interest. Clothing interest positively influenced perceived quality and emotional value for the US brand, but not for the local brand. Emotional value was found to be an important factor influencing purchase intention toward the US brand and the local brand as well. However, perceived quality did not affect Indian consumers' purchase intention of the US and local brand. Implications for both US and Indian retailers are provided.

As India is witnessing multitude of US retailers in its market, this paper aids in the better understanding of the Indian consumers and their perceptions toward US and local clothing brands.

This study focuses on perceptions of registered brands sold in Shanghai. Brand identity has been studied in Western settings; this study expands understanding of brand identity from a Chinese perspective. Chinese shoppers in Shanghai shopping malls were asked to compare US and Chinese brands in a survey about their perceptions of product attributes, brand identification and store environment. In the analysis of data, US brands were evaluated more positively than Chinese on attributes of design innovation, workmanship, brand image, service, and display of products, while Chinese brands received more positive marks on fit and price satisfaction. Low brand loyalty among the Chinese shoppers meant that brand image and competition among brands are keen. To remain competitive, US companies which plan to increase their market in China need to pay attention to product quality and how brand identity is interpreted within Chinese culture.

The purpose of this study is to identify the main cultural factors that influence Latin American consumers’ intentions to purchase US brands. Although culture and cultural orientation have been well researched in international business and marketing literature, there is a lack of research on the relationship between consumers’ cultural orientation and their bias towards foreign and domestic products.

The paper reviews the extant literature with a particular emphasis on the key constructs of consumer ethnocentrism, consumer xenocentrism, conspicuous consumption and consumers’ national characteristics. Based on this review, the authors propose a conceptual model showing the influence of cultural orientation on the selection of US brands in Latin America.

The review of the literature shows that previous studies support the proposition of cultural orientation and preferences for foreign versus domestic products among Latin American consumers. Accordingly, in their conceptual framework, the authors posit that consumer ethnocentrism negatively influences the selection of US brands, while xenocentrism does the opposite. Conspicuous consumption is posited as moderating the influence of consumer xenocentrism on purchase intentions of the US brands. On the other hand, national characteristics of consumers in Latin America are posited as moderating the influence of both consumer ethnocentrism and consumer xenocentrism on the selection of US brands.

The authors also present important theoretical and practical implications that contribute to the growing body of research on consumer acculturation and country of origin effects, providing a better interpretation of consumer behaviour in the context of international and domestic markets.

This study fills a significant gap in the understanding of the impact of cultural orientation and conspicuous consumption on selection of US brands in Latin America. Its conceptual framework can provide the basis for future empirical studies and also improve understanding of emerging markets.

This exploratory research paper aims to contribute to the international marketing and brand development literature by demonstrating that significant cross‐national differences exist between Chinese and US university students regarding beliefs and perceptions of private label branding.

A total of 1,070 usable surveys were collected in the USA and 252 in China. Data analysis was conducted using SPSS data analysis software. The US student sample was collected from a comprehensive university located in the western USA. The Chinese sample was collected from a large university in Hefei. Hefei is the capital city of Anhui Province and a center for higher education.

The researchers compared US and Chinese university students in four areas: important attributes when purchasing food‐related products; beliefs about private label brands and price loyalty; perceptions about private label brands; and recognition of private label brands. US and Chinese respondents had statistically significant differences when addressing beliefs and perceptions concerning private label brands. Most notable is the difference concerning product pricing: US consumers indicate that price has a greater effect on the decision to purchase when compared with Chinese consumers. The data seem to indicate that Chinese consumers believe that private label food products may be of inferior quality compared to manufacture brands. Additionally, the data indicate indirectly that Chinese respondents either do not have an understanding of private label products, or that private label names are not recognized as such.

One limitation of this paper is that the data may indicate the non‐availability of private label products to Chinese consumers, rather than a perception that private label products are of lower quality. Additionally, this study documents perceptions regarding private label products, not why respondents perceive private label products in a certain way. A final limitation is that respondents are university students that, while they are excellent candidates, they probably do not currently hold the role of main food purchaser for their families. Future research would benefit from a broader demographic that includes non‐students as well as a larger number of private label categories. Comparing how marketers educated consumers regarding private label products in western markets, and how private label products are integrated into western markets could be used as a template for a successful rollout in Asian markets.

While this study was exploratory in nature, and narrow in scope, the possibilities of long‐term research in private label branding in emerging market economies is quite exciting. Will the Chinese adopt private label products, as US consumers have done? To this end, a proverb from Deng Xiaoping seems appropriate: “Black cat or white cat: If it can catch mice, it's a good cat.” Whether a private label brand or a manufacture brand, it is up to marketers to help the Chinese consumers see value in both types of brand offerings.

The purpose of this study is to examine effects of gender, need for uniqueness, and attitudes toward American products on dimensions of brand equity for a US and local apparel brand in the Indian market.

Three dimensions of brand equity are evaluated based on the respondents' shopping experience related to the selected US and local apparel brands. Data are collected from a convenience sample of college students in India.

The empirical tests show that, for a US apparel brand, there are direct and indirect effects of Indian consumers' gender, need for uniqueness (NFU), and attitudes toward American products on three dimensions of brand equity: perceived quality, brand loyalty, and brand associations with brand awareness. For local apparel brands, these effects are found for only one brand equity dimension: perceived quality.

The study uses only one US apparel brand, which may limit the generalization of the findings to all product categories and countries.

US marketers need to improve Indian consumers' attitudes toward American products through marketing and promotional campaigns. On the other hand, Indian marketers should overcome the negative relationship between Indian consumers' attitudes toward American products and their quality perception toward a local apparel brand.

Little attention has been given to individual differences in evaluating the three dimensions of brand equity. By assessing brand equity based on the individual characteristics of gender, need for uniqueness, and attitudes toward American products, results of the study can help marketers to obtain more specific knowledge of brand equity about a target consumer group and thus enable them to plan and implement well‐suited strategies for improving their brand equity.

This study aims to understand how consumers evaluate Made in USA messages that are congruent/incongruent to consumers’ prior expectations about the brand’s US-based sourcing initiatives.

Two separate studies were conducted. Online experiment was designed implementing both message and treatment variance to increase internal and external validity of the study. Data collected from two distinct samples were analyzed using MANOVA and ANOVA.

Findings from Study 1 indicated that consumers’ perceived message credibility, attitude toward message and attitude toward brand were highest for congruent messages, followed by when incongruity was resolved and lowest when incongruity was not resolved. Further, consumers’ brand attitudes before and after message exposure were different, with change being most positive for incongruity resolution, followed by congruity, whereas negative for incongruity non-resolution. Findings from Study 2 indicated that consumers’ general attitude toward brands’ US-based sourcing strategies influenced their brand attitude, as well as moderated the relation between schema congruity/incongruity resolution/incongruity non-resolution and brand attitude.

The findings are helpful for brand managers and sourcing personnel to better invest their resources in US-based sourcing strategies. In addition, the findings of the study contribute and extend theory by identifying a boundary condition.

The purpose of this paper is to understand how consumers in three countries (Mexico, South Korea, and Japan) perceive a US global brand versus domestic brands and their marketing efforts. There has been an increasing number of global brands and corresponding competition among global retailers. At the same time, markets in the world are becoming complex, and consumers in many markets demand localized marketing and branding strategies.

The hypotheses are developed based on the brand analysis framework that consists of brand‐specific associations (emotional value, perceived quality), general brand impressions (brand awareness, brand image), and brand commitment (brand loyalty, purchase intention).

The results revealed significant main effects of country and brand type (global v. domestic) on brand‐specific associations, general brand impressions, and brand commitment. Interactive effects also existed on brand‐specific associations, general brand impressions, and brand commitment (only brand loyalty).

While almost all of the hypotheses are supported, future research should test other global brands to generalized findings of the study. Sample can be extended to consumers in many other countries to provide more comprehensive insights into consumer perceptions and brand behaviors towards global brands.

The findings demonstrate that clear‐cut and unique brand analysis patterns exist among consumers in three different countries for both a US global brand and domestic brands. Based on this, potential strategies for both US global brands and domestic brands are suggested for each country.

This study discovered the effects of country (i.e. Mexico v. South Korea v. Japan) and brand type (i.e. US global v. domestic) on consumer responses to three brand analysis components: brand‐specific associations, general brand impressions, and brand commitment. The results provide significant insights into what global and domestic companies must emphasize to be successful in capturing and sustaining consumers' desire to buy and use their brand.