@phdthesis{Kocer2021, author = {Ko{\c{c}}er, Volkan}, title = {Three Essays on Global and Local Brands}, url = {http://nbn-resolving.de/urn:nbn:de:bvb:739-opus4-10722}, school = {Universit{\"a}t Passau}, pages = {XIII, 157 Seiten}, year = {2021}, abstract = {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.}, language = {en} }