Abstract

Despite a notable interest by scientific community to examine globalness/localness perceptions of a brand, there is absence of a review which offers a comprehensive conceptualization of this stream of research. A narrow conceptualization, traditional topicality and employment of a limited number of theoretical paradigms necessitate the need to provide a comprehensive review of globalness/localness research to advance its theory and practice. We aim to address these gaps by providing a comprehensive review of globalness/localness research. The authors reviewed two decades of empirical and theoretical research published in Australian Business Deans Council (ABDC) ranked journals. The 32 articles found through a systematic manner were content analyzed. The findings reveal that research in globalness/localness is: dominantly quantitative, limited to inclusion of few variables, and is examined through only a limited number of theoretical paradigms. However, contextually, significant amount of studies are cross-cultural in nature and represent a European context. This review presents developments and the current state of globalness/localness research to promote theory development in the area of marketing.

摘要

尽管科学界对检查品牌的全球性/本地性看法有明显的兴趣，但仍然没有提供对这一研究流的全面概念化的评论。狭义的概念化，传统的话题性以及有限数量的理论范式的使用，有必要对全球性/地方性研究进行全面的回顾，以推进其理论和实践。我们旨在通过对全球性/地方性研究进行全面回顾来解决这些差距。作者回顾了在澳大利亚商学院理事会（ABDC）排名的期刊上发表的二十年的经验和理论研究。通过系统的方式发现了32篇文章，并对其内容进行了分析。研究结果表明，关于全球性/局部性的研究主要是：定量，仅限于包含几个变量，并且仅通过有限数量的理论范式进行检查。但是，就上下文而言，大量研究本质上是跨文化的，代表了欧洲的背景。这篇综述介绍了全球性/地方性研究的发展和现状，以促进市场营销领域的理论发展。