2026-09-24T11:06:41Z https://opus4.kobv.de/opus4-uni-passau/oai

oai:kobv.de-opus4-uni-passau:1072 2025-08-13 bibliography:false doc-type:PhDThesis open_access ddc ddc:330

Three Essays on Global and Local Brands Volkan Koçer 330 global brands local brands perceived brand globalness perceived brand localness international marketing 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. Universität Passau Passau Innstrasse 29, 94032 Passau Dirk Totzek Jan Hendrik Schumann 2022-05-13 2022-06-08 PhDThesis Text urn:nbn:de:bvb:739-opus4-10722 application/pdf eng Standardbedingung laut Einverständniserklärung thesis.doctoral Universität Passau Passau Wirtschaftswissenschaftliche Fakultät 1 https://opus4.kobv.de/opus4-uni-passau/oai/container/index/docId/1072 https://opus4.kobv.de/opus4-uni-passau/frontdoor/index/index/docId/1072