Conceptualizing perceived brand globbiness vs localness: Insights into Malaysian consumer preferences and purchase intentions

As globalization intensifies and spreads, it becomes important for marketers to appreciate the way consumers perceive global and local brands. This study seeks to assess the impact of Perceived Brand Globbiness (PBG) and Perceived Brand Localness (PBL) towards brand trust, brand equity and purchase...

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Bibliographic Details

Main Authors:	Masran Tamin, Faerozh Madli, Suddin Lada, Nizhamuddin AB, Tinik Sugiati, Dean Nelson Mojolou
Format:	Article
Language:	en
Published:	RSIS International 2025
Subjects:	HD69 Other Including business consultants, capacity, size of industries, etc. TH9025-9745 Protection of buildings Including protection from dampness, fire, burglary
Online Access:	https://eprints.ums.edu.my/id/eprint/45714/1/FULLTEXT.pdf https://eprints.ums.edu.my/id/eprint/45714/ https://dx.doi.org/10.47772/IJRISS.2025.908000475
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