Examining the effects of perceived brand globalness/localness, brand and country of origin stereotypes on repurchase intention in global and local brands

The increasing competitive environment with globalization in international markets increases the importance of various applications in brand positioning strategies. It has become inevitable for brand managers to rule over various consumer perceptions in order to develop these applications effectively. In this study, it is aimed to contribute to the international branding literature by considering the globalism and locality, brand and country of origin perceptions of the consumers, who play an important role in consumer preferences. The study was conducted under both global and local brands. The effects of globality and locality, country of origin and brand perceptions attributed by consumers to brands on repurchase intentions through brand attitudes were analyzedIn In the study, the regulatory role of consumers' attitudes towards globalization and ethnocentric tendencies were also investigated.. In order to test the research model, first-hand data were obtained by face-to-face interview method using a questionnaire form. The findings primarily reveal that brands' perceptions of globalism and locality are strong antecedents in evaluating brands. At the same time, it offers a counter-answer to the current debate that country of origin effects are diminishing in importance. The study also raises the importance of dealing with social dimensions in international markets, unlike other studies that limit brands only to functional and symbolic dimensions. Finally, it reveals the regulatory role of ethnocentrism, which reduces the effects of the perceived globalness of global brands and increases the effects of the perceived locality of local brands on brand attitude and purchase intention.