This paper assesses the moderating role of consumer dispositions for global branding research. We introduce a mediation model studying the effects of perceived brand globalness (PBG) on brand-related responses, followed by several moderated mediation analyses. Our findings yield surprisingly sparse evidence for the moderating role of well-established consumer dispositions.

• Timo Mandler(University of Hamburg, Germany)
• Fabian Bartsch(University of Vienna, Austria)