Consumer attitudes towards global and local brands: a comparative study

The paper aims to identify different groups of consumers according to their attitudes towards global-local brands. A preliminary empirical investigation was conducted with a semi-structured questionnaire to a sample of university students (n= 274) in Italy, Span and UK. Following a sequence of Multiple Correspondence Analysis and cluster analysis, thus respondents were grouped in three clusters. The paper indicates that consumer attitudes towards global brands are intertwined with ethnocentric and country-related aspects but still remain a controversial concept. Thus, the paper suggests that transnational companies would therefore do well in balancing their local/national identities avoiding overemphasis on brand globalness perception