Local–Global Cobrand Positioning and Consumer Evaluations in Emerging Markets.

This article examines the impact of positioning strategies on consumer evaluations of local–global cobrands—strategic alliances between local and global brands—in emerging markets (EMs). Through five experiments conducted in Mexico, Türkiye, and South Africa, the research finds that positioning cobranded products with global consumer culture positioning (GCCP) generally enhances word-of-mouth (WOM) intentions and product valuations compared to local consumer culture positioning (LCCP), with brand credibility mediating this effect. The influence of positioning varies depending on the announcement source: GCCP is more effective when the local brand announces the cobrand, whereas for consumers with stronger ethnocentrism, LCCP by the global brand as the announcer leads to higher WOM intentions. These findings offer nuanced insights for local and global brand managers on optimizing cobrand positioning and communication strategies to appeal to young, glocally oriented consumers in EMs amid rising nationalism and market competition.