{'fraction_non_alphanumeric': 0.018628912071535022, 'fraction_numerical': 0.0014903129657228018, 'mean_word_length': 5.748743718592965, 'pattern_counts': {'":': 0, '<': 0, '<?xml version=': 0, '>': 0, 'https://': 0, 'lorem ipsum': 0, 'www.': 0, 'xml': 0}, 'pii_count': 0, 'substrings_counts': 0, 'word_list_counts': {'cursed_substrings.json': 0, 'profanity_word_list.json': 0, 'sexual_word_list.json': 0, 'zh_pornsignals.json': 0}}
Twenty Years of Research in Brand Globalness/Localness: A Systematic Literature Review and Future Research Agenda

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.