Segmenting Consumers Based on Their Evaluation of Local, Global and Glocal Brands

Miguel Ángel López-Lomelí, María del Carmen Alarcón-del-Amo, Joan Llonch-Andreu

Research output: Contribution to journalArticleResearch

14 Citations (Scopus)


© 2019, © 2019 Taylor & Francis Group, LLC. Based on their evaluations, attitudes, and purchase intention towards global, local, or glocal brands, this article provides and understanding of different consumer segments, in an emerging economy, suggesting theoretical, and practical implications for marketers and provides additional contributions to the literature on this area. The results of two surveys conducted in Mexico, suggest that the profile of “global brand lovers” is high consumer cosmopolitanism, low ethnocentrism, young, and low price sensitive. However, “local brand lovers” also have a higher level of cosmopolitanism than ethnocentrism. Finally, we empirically identified that materialism is the dominant consumer attitudinal disposition among “glocal brand lovers.”.
Original languageEnglish
Pages (from-to)395-407
JournalJournal of International Consumer Marketing
Publication statusPublished - 20 Oct 2019


  • cluster analysis
  • emerging economy
  • global brand
  • glocal brand
  • Local brand
  • Mexico


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