What is True (Brand) Love? The Love Concept in Branding Theory and Research

Abstract

The manuscript examines the impact of globalization on store choice in four Central and Eastern European transition economies. Using data from the World Bank's World Development Indicators, we find two underlying dimensions of globalization, cultural and technological, in the four countries included in the study. We then estimate a multinomial model and find that cultural globalization affects store choice in the hypothesized direction.