A modal proposal on the effects of perceived globalness, localness and consumer xenocentrism on brand loyalty

This study aims to understand the domestic and foreign brand preferences of consumers within the framework of brand globalness, localness perceptions and country of origin image. In addition, effects of xenocentric tendencies of consumers on brand loyalty have been examined. The findings show that consumer xenocentrism have negative consequences, especially for domestic brands. Foreign brands, on the other hand, should connect to the local culture in order to establish consumer brand identification.