Bradford Scholars -how to deposit your paper Overview Copyright check• Check if your publisher allows submission to a repository.• Use the Sherpa RoMEO database if you are not sure about your publisher's position or email openaccess@bradford.ac.uk.

Extensive research has investigated how perceived brand globalness (PBG) and perceived brand localness (PBL) affect brand preference since Steenkamp, Batra, and Alden’s (2003) landmark article. In this systematic literature review, we organize and synthesize the literature on PBG and PBL by analyzing 95 articles published in the past 17 years. We identify similarities, inconsistencies, and omissions in the literature by investigating different conceptualizations of PBG and PBL, boundary conditions of PBG and PBL effects on brand preference, psychological mechanisms through which PBG and PBL affect brand preference, the theoretical foundations underlying PBG and PBL research, and methodological approaches used in the literature. The study outlines avenues for further research based on prior research and current global trends, such as hybridization/glocalization marketing strategies, antiglobalization trends, and digitalization.

The authors build on approach‐avoidance motivations theory to investigate the relationship between narcissism and luxury brand consumption. Narcissistic consumers, that is, those showing excessive conceit, are prone to consuming high‐prestige products and are thus attractive targets for luxury brands. Yet despite research in psychology distinguishing two types of narcissism, overt (or grandiose) and covert (or vulnerable) narcissism, little is known about how luxury consumption varies by these forms of narcissism. This paper focuses on Chinese Generation Y consumers to examine how overt and covert narcissism differ in their effects on luxury brand loyalty and proneness to purchase counterfeits as well as the moderating role of brand‐image self‐image congruity on the relationship between overt/covert narcissism and brand loyalty. Findings highlight the need for marketers to understand narcissistic targets more clearly in order to develop successful strategies to foster brand loyalty and diminish counterfeit consumption.

PurposeFirst, this paper aims to uncover how much marketing research based on data gathered in Latin America has been published in high quality business and marketing academic journals over the past decade. Second, it seeks to present recommendations on best practice in conducting and publishing such research derived from a Delphi study of authors who succeeded in doing so.Design/methodology/approachThe paper undertakes a systematic review of the literature to identify the relevant published papers coupled with a Delphi study of the authors of those papers.FindingsOver the last decade only 22 papers were published in high quality journals in the marketing area based on data gathered in Latin America. The reasons for this scarcity explored in the Delphi study derive both from the way in which high quality journals operate as well as from how authors conducting research in that area of the world design their studies and subsequently present them in manuscripts submitted to journals. Key recommendations include: focusing on novelty rather than replications, ensuring that studies have implications beyond Latin America, and positioning the research appropriately.Research limitations/implicationsThe main implication is that research conducted in Latin America is publishable in high quality journals if approached in the appropriate manner.Originality/valueThis is, to the authors' knowledge, the first study to analyse the challenges involved in conducting and publishing marketing research based on data gathered in Latin America in high quality journals as well as the first to present solutions to those challenges.

No abstract