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Understanding the Interplay between Brand Globalness and Localness among Homegrown and Foreign Global Brands in South Korea

Abstract This research provided an extended model to theorize the dynamics between brand globalness and localness that vary between global brands of home versus foreign origin. We focused on South Korea, an export-oriented, newly developed economy that is driving the new wave of Asian global brands. An online survey was conducted with 361 South Korean consumers to assess the interplay between perceived brand globalness and localness across seven product categories. Results showed Korean brands’ perceived globalness and local iconness were positively associated with brand prestige and quality, mediated by consumer nationalism. Foreign global brands’ perceived globalness and localization were positively associated with brand prestige and quality, mediated by marketing capability.