Impact of perceived brand localness and globalness on brand trust to predict customer responses towards retail banks: the case of Trinidad and Tobago

What is it about?

The paper compares the relative influence of perceived brand localness (PBL) and perceived brand globalness (PBG) on customer behavioral responses in retail banking. We show that PBL has a more substantial impact on brand loyalty, willingness to pay a price premium and positive word of mouth compared to PBG. The results also show that brand trust mediates the relationships between PBL and PBG on customer brand-related responses. The effect is more substantial for brands perceived as local.

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