Consumers and brands across the globe: research synthesis and new directions

Extensive research has investigated the branding practices, processes, and consumers’ reactions to brands in a globalized world. In this review, we aim to organize and synthesize the growing literature on branding, culture, and globalization from a behavioral perspective by reviewing 129 articles published over twenty-five years. Specifically, we demonstrate two perspectives found in the literature: (1) global-local branding and (2) the influence of culture on consumer and brand interactions. We identify conceptual gaps in literature and discuss how new realities in the macro environment (e.g., political issues, digital transformation, and environmental concerns) may affect the interaction between culture, brands, and consumers in a global world. Our review facilitates a more impactful future research agenda both in thery and practice at the interface of branding and globalization from the perspective of behavioral outcomes.