Extensive research has investigated how perceived brand globalness (PBG) and perceived brand localness (PBL) affect brand preference since Steenkamp, Batra, and Alden’s (2003) landmark article. In this systematic literature review, we organize and synthesize the literature on PBG and PBL by analyzing 95 articles published in the past 17 years. We identify similarities, inconsistencies, and omissions in the literature by investigating different conceptualizations of PBG and PBL, boundary conditions of PBG and PBL effects on brand preference, psychological mechanisms through which PBG and PBL affect brand preference, the theoretical foundations underlying PBG and PBL research, and methodological approaches used in the literature. The study outlines avenues for further research based on prior research and current global trends, such as hybridization/glocalization marketing strategies, antiglobalization trends, and digitalization.
Research methods teaching in psychology is pivotal in preparing students for the transition from student as learner to independent practitioner. We took an action research approach to re–design, implement and evaluate a module guiding students through a programmatic and pragmatic research cycle. These revisions allow students to experience how diverse psychological methods can be united within a programme of research, whilst working as collaborators. In three sequential studies, researching the same topic, the module integrates qualitative methods with psychometric scale development and finally, hypothesis testing.The evaluation highlighted that students developed a diverse range of transferable skills, but experienced uncertainty associated with the research process and anxiety attributed to the less definitive guidance provided by staff. Interestingly, the reflection prompted by the evaluation methods facilitated student appreciation of this process and its value in preparing them for their final year project.
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