Measures consumer perceptions of a brand as global (used, recognised, and marketed worldwide) versus local (rooted in a specific country or culture). Perceived brand globalness (PBG) enhances perceived brand quality and prestige, which in turn increases purchase likelihood. The globalness effect operates through two pathways: quality signalling (global brands are perceived as higher quality because worldwide success signals competitive selection) and social prestige signalling (owning global brands signals cosmopolitan status and modernity). The globalness–localness distinction is central to international brand strategy — whether to position a brand as globally standardised or locally authentic. PBG effects are stronger in developing/emerging markets and among consumers with high global consumer culture identification.
Likert (1–7, strongly disagree to strongly agree)
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Two subscale scores. PBG effects on quality/prestige and purchase likelihood are mediated by perceived brand quality — global brand positioning works primarily by elevating quality perceptions. Localness positioning works through authenticity and cultural resonance. In some product categories (food, traditional crafts, local services), localness is perceived as more positive than globalness. The optimal positioning strategy depends on product category, target market, and competitive landscape.
Steenkamp, J.B.E.M., Batra, R., & Alden, D.L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53–65.
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