Local, global and glocal consumer brand relationships

Local, global and glocal consumer brand relationships

Purpose – This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual. Design/m...

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Bibliographic Details
Main Authors: Miguel Ángel Lopez-Lomelí, Joan Llonch-Andreu, Josep Rialp-Criado
Format: Article
Language:English
Published: Emerald Publishing 2019-12-01
Series:Spanish Journal of Marketing-ESIC
Subjects:
global brand
local brand
glocal brand
signalling theory
brand attitude
brand purchase intention
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-10-2018-0046/full/pdf?title=local-global-and-glocal-consumer-brand-relationships-relacion-entre-marcas-de-consumo-locales-globales-y-glocales

Internet

https://www.emerald.com/insight/content/doi/10.1108/SJME-10-2018-0046/full/pdf?title=local-global-and-glocal-consumer-brand-relationships-relacion-entre-marcas-de-consumo-locales-globales-y-glocales

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