Consumers and Brands across the Globe: Research Synthesis and New Directions
综述129篇文献，梳理全球本土化品牌和文化对消费者品牌互动的影响，指出宏观环境变化（如政治、数字化、环保）带来的研究空白，为品牌全球化研究提供未来方向。
Extensive research has investigated branding practices, processes, and consumers’ reactions to brands in a globalized world. In this review, the authors aim to organize and synthesize the growing literature on branding, culture, and globalization from a behavioral perspective by reviewing 129 articles published over 25 years. Specifically, they explicate two perspectives found in the literature: (1) global-local branding and (2) the influence of culture on consumer and brand interactions. The authors identify conceptual gaps in the literature and discuss how new realities in the macro environment (e.g., political issues, digital transformation, environmental concerns) may affect the interaction between culture, brands, and consumers in a globalized world. This review facilitates a more impactful future research agenda in both theory and practice at the interface of branding and globalization from the perspective of behavioral outcomes.