PurposeThis study aims to investigate whether perceived brand globalness (PBG) and perceived brand localness (PBL) can favor brand consistency, brand clarity and perceived quality to finally influence consumer purchase intention.Design/methodology/approachTen local-global brands across 5 fast-moving consumer goods (FMCG) product categories have been selected to test the hypotheses by conducting a survey with 404 consumers in the emerging economy of Iran.FindingsThe results show that both perceived brand globalness (PBG) and localness (PBL) contribute to brand consistency in FMCGs, with globalness being a stronger signal than localness. However, while localness positively influences brand clarity, globalness does not. Additionally, brand consistency improves perceived quality, whereas brand clarity has no impact on it.Practical implicationsBy fostering a higher perception of brand globalness, managers can directly boost brand consistency, perceived quality and purchase intention. Conversely, increasing the perception of brand localness will enhance brand consistency and clarity but not perceived quality.Originality/valueThis study uniquely investigates the direct effects of PBG and PBL on the signaling theory elements of brand consistency and clarity. It distinctively introduces brand consistency as a mediator between perceived brand globalness, perceived brand localness and perceived quality, while expanding signaling theory into the underexplored Middle Eastern context. Consecuencias de la percepci & oacute;n de globalidad y localismo de marca en la consistencia y claridad de la marcaObjetivoEste estudio tiene como objetivo investigar si la percepci & oacute;n de globalidad de marca (PBG) y la percepci & oacute;n de localismo de marca (PBL) pueden favorecer la consistencia de marca, la claridad de marca y la calidad percibida para, en & uacute;ltima instancia, influir en la intenci & oacute;n de compra del consumidor.Dise & ntilde;o/metodolog & iacute;a/enfoqueSe seleccionaron diez marcas locales-globales en cinco categor & iacute;as de productos de bienes de consumo de r & aacute;pida rotaci & oacute;n (FMCG) para probar las hip & oacute;tesis mediante una encuesta a 404 consumidores en la econom & iacute;a emergente de Ir & aacute;n.ResultadosLos resultados muestran que tanto la percepci & oacute;n de globalidad de marca (PBG) como la percepci & oacute;n de localismo de marca (PBL) contribuyen a la consistencia de marca en los FMCG, siendo la globalidad un indicador m & aacute;s fuerte que el localismo. Sin embargo, mientras que el localismo influye positivamente en la claridad de marca, la globalidad no lo hace. Adem & aacute;s, la consistencia de marca mejora la calidad percibida, mientras que la claridad de marca no tiene impacto en ella.Implicaciones pr & aacute;cticasAl fomentar una mayor percepci & oacute;n de globalidad de marca, los gerentes pueden aumentar directamente la consistencia de marca, la calidad percibida y la intenci & oacute;n de compra. Por el contrario, aumentar la percepci & oacute;n de localismo de marca mejorar & aacute; la consistencia y la claridad de la marca, pero no la calidad percibida.Originalidad/valorEste estudio investiga de manera & uacute;nica los efectos directos de PBG y PBL en los elementos de la teor & iacute;a de la se & ntilde;alizaci & oacute;n, espec & iacute;ficamente en la consistencia y claridad de marca. Introduce de manera distintiva la consistencia de marca como mediadora entre la percepci & oacute;n de globalidad de marca, la percepci & oacute;n de localismo de marca y la calidad percibida, expandiendo la teor & iacute;a de la se & ntilde;alizaci & oacute;n en el contexto poco explorado de Oriente Medio. (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(Perceived Brand Globalness, PBG)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(Perceived Brand Localness, PBL)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(Brand Consistency),(sic)(sic)(sic)(sic)(sic)(Brand Clarity)(sic)(sic)(sic)(sic)(sic)(Perceived Quality), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(FMCG)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)-(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)404(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(PBG)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(PBL)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)((sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic))(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).
