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

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.”