Extensive research has investigated how perceived brand globalness (PBG) and perceived brand localness (PBL) affect brand preference since Steenkamp, Batra, and Alden’s (2003) landmark article. In this systematic literature review, we organize and synthesize the literature on PBG and PBL by analyzing 95 articles published in the past 17 years. We identify similarities, inconsistencies, and omissions in the literature by investigating different conceptualizations of PBG and PBL, boundary conditions of PBG and PBL effects on brand preference, psychological mechanisms through which PBG and PBL affect brand preference, the theoretical foundations underlying PBG and PBL research, and methodological approaches used in the literature. The study outlines avenues for further research based on prior research and current global trends, such as hybridization/glocalization marketing strategies, antiglobalization trends, and digitalization.

自Steenkamp，Batra和Alden（2003）发表具有里程碑意义的文章以来，广泛的研究已经调查了感知品牌的全球性（PBG）和感知品牌的本地性（PBL）如何影响品牌偏好。在这篇系统的文献综述中，我们通过分析过去17年发表的95篇文章来组织和综合PBG和PBL的文献。我们通过调查PBG和PBL的不同概念，PBG和PBL的边界条件对品牌偏好的影响，PBG和PBL通过其影响品牌偏好的心理机制，PBG和PBL研究的理论基础来确定文献中的相似性，不一致和遗漏以及文献中使用的方法论方法。该研究概述了根据先前的研究和当前的全球趋势进行进一步研究的途径，