2024
Perceived Brand Globalness and Localness: A Bibliometric Analysis
Abstract: Objective: The purpose of the article is to establish the current state of research on the perceived brand globalness / localness (PBG / PBL) dichotomy. It analyses and assesses the changes in the research problems and identifies the areas upon which PBG / PBL research is currently focused. Research Design & Methods: The research method used in the article is bibliometric analysis, supplemented by content analysis of literature selected from the Scopus database. A four-step procedure was used to collect da…
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2025
2025
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Cited by 1 publication
References 42 publications
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