International Marketing Review: Volume 40 Issue 1

Guest editorial: Global branding management in a rapidly changing environment

Cheng Lu Wang, Jiaxun He

The dual impetus for perceived brand globalness and brand competence in a rapidly changing environment: the role of Brand-Nation Connection

Jiaxun He, Jiaye Ge

This study aims to investigate how brand innovativeness and national traditions influence perceived brand globalness and brand competence by affecting Brand-Nation Connection…

Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: the role of nation brand love

Rohit Yadav, Justin Paul, Amit Mittal

Nation brand building is a complex task as it involves multiple stakeholders. In the context of globalisation, a strong nation brand has important implications not only for…

Is brand globalness compatible with brand country-of-origin? An investigation of hybrid brand positioning strategies for emerging market brands

Ruiyang Hong, Zhe Zhang, Chun Zhang, Zuohao Hu

The purpose of this study is to investigate hybrid brand positioning strategies for emerging market brands based on two positioning elements: brand country-of-origin (COO) and…

Gaining legitimacy and host market acceptance: a CRM analysis for foreign subsidiaries in China

Kineta Hung, David K. Tse, Terri H. Chan

Building on the scant literature on how foreign subsidiaries strategize Cause-Related-Marketing (CRM) to gain legitimacy and acceptance in host markets, this paper investigated…

Developing strategies for international celebrity branding: a comparative analysis between Western and South Asian cultures

Zahra Shah, Hossein Olya, Lien Le Monkhouse

This empirical research conceptualises the impact of celebrity effectiveness on consumer purchase intention, with customer perception and attitude as mediators. A cross-cultural…

The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market

Le Dang Lang, Abhishek Behl, Francisco Guzmán, Vijay Pereira, Manlio Del Giudice

Scholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous…

Demystifying the evaluation of brands endorsed by religious leaders in the emerging markets

Denni Arli, Narain Gupta, Deepak Sardana, Piyush Sharma

This paper uses social identity theory to investigate the sequential mediating effects of extrinsic religiosity and perceived role of religious leaders in the impact of consumers'…

The impact of dialectical thinking on androgynous brand equity across cultures: the moderating role of brand positioning

Alberto Bravo Velázquez, Haiming Hang, Shengnan Ren

The authors’ research examines the impact of cross-cultural difference in dialectical thinking on consumers' responses to androgynous brands and its implication for brand equity…