Three Essays on Global and Local Brands
- 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 essayIn 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.…
Author: | Volkan Koçer |
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URN: | urn:nbn:de:bvb:739-opus4-10722 |
Advisor: | Dirk Totzek, Jan Hendrik Schumann |
Document Type: | Doctoral Thesis |
Language: | English |
Year of Completion: | 2021 |
Date of Publication (online): | 2022/06/08 |
Date of first Publication: | 2022/06/08 |
Publishing Institution: | Universität Passau |
Granting Institution: | Universität Passau, Wirtschaftswissenschaftliche Fakultät |
Date of final exam: | 2022/05/13 |
Release Date: | 2022/06/08 |
Tag: | global brands; international marketing; local brands; perceived brand globalness; perceived brand localness |
Page Number: | XIII, 157 Seiten |
Institutes: | Wirtschaftswissenschaftliche Fakultät |
Dewey Decimal Classification: | 3 Sozialwissenschaften / 33 Wirtschaft / 330 Wirtschaft |
open_access (DINI-Set): | open_access |
Licence (German): | Standardbedingung laut Einverständniserklärung |