Extensive research has investigated branding practices, processes, and consumers’ reactions to brands in a globalized world. In this review, the authors aim to organize and synthesize the growing literature on branding, culture, and globalization from a behavioral perspective by reviewing 129 articles published over 25 years. Specifically, they explicate two perspectives found in the literature: (1) global-local branding and (2) the influence of culture on consumer and brand interactions. The authors identify conceptual gaps in the literature and discuss how new realities in the macro environment (e.g., political issues, digital transformation, environmental concerns) may affect the interaction between culture, brands, and consumers in a globalized world. This review facilitates a more impactful future research agenda in both theory and practice at the interface of branding and globalization from the perspective of behavioral outcomes.

Can subtle wording changes in marketing communications, such as saying "you and [the brand]" as opposed to "we," affect people's evaluations of real-world brands? Despite their importance in interpersonal communication, the effects of such variations in relationship-implying language on consumers' perceptions of brands have received little research attention. Four experiments demonstrate that closeness-implying pronouns (e.g., saying "we" rather than "you and the brand") can have either positive or negative effects on consumers' attitudes toward real-world brands with which they have real working relationships. The experiments show that these effects depend on whether the closeness implied by the pronoun is consistent with people's expected interactions with the brand. These effects are moderated by people's affiliation with the brand (i.e., customers vs. noncustomers), brand type, and the extent of cognitive elaboration and are mediated by perceived brand trustworthiness. The theoretical and practical implications of these findings are discussed. Together we'll go far. (Wells Fargo Bank, http:// www.wellsfargo.com) Imagine a global financial firm with the heart and soul of a two-person organization. A worldleading wealth management company that sits down with you to understand your needs and goals.. .. You & Us. (UBS, http://www.ubs .com) M arketers often desire to promote consumers' feelings of being in a close relationship with the brands they

Individuals tend to selectively rely on information consistent with their attitudes or decisions. In this research, we examine the possibility that regulatory focus influences selective information processing. We find that individuals selectively rely on information consistent with their regulatory orientation under high (vs. low) information load. Specifically, under high information load, relative reliance on positive (vs. negative) information is greater for promotion-focused (vs. prevention-focused) individuals. Consequently, when information load is high, promotion-focused (vs. prevention-focused) individuals have higher brand evaluations. Under low information load, individuals also rely on information inconsistent with their regulatory orientation. Specifically, under low information load, relative reliance on positive (vs. negative) information is greater for prevention-focused (vs. promotion-focused) individuals. As a result, when information load is low, prevention-focused (vs. promotion-focused) individuals have higher brand evaluations.

We investigated a novel avenue for buffering against threats to meaning frameworks: vintage consumption. Although the appeal of vintage goods, defined as previously owned items from an earlier era, is strong and growing, this paper is among the first to examine the possible psychological ramifications of vintage consumption. Six studies found that vintage items mitigated the typical reactions to meaning threats. Four of these studies also showed that vintage consumption facilitates mental connections among the past, present, and future. As a result, people whose meaning structures had been threatened, for example, by being reminded of their own eventual death, preferred vintage products more than others who had not experienced a meaning threat, and more than similar non‐vintage products. These findings suggest that meaning disruptions stimulate a desire for intertemporal connections, a desire that vintage products—as existing and continuing symbols of bygone eras—seem to satisfy.

Algorithms increasingly used by brands sometimes fail to perform as expected or even worse, cause harm, causing brand harm crises. Unfortunately, algorithm failures are increasing in frequency. Yet, we know little about consumers’ responses to brands following such brand harm crises. Extending developments in the theory of mind perception, we hypothesize that following a brand harm crisis caused by an algorithm error (vs. human error), consumers will respond less negatively to the brand. We further hypothesize that consumers’ lower mind perception of agency of the algorithm (vs. human) for the error that lowers their perceptions of the algorithm’s responsibility for the harm caused by the error will mediate this relationship. We also hypothesize four moderators of this relationship: two algorithm characteristics, anthropomorphized algorithm and machine learning algorithm and two task characteristics where the algorithm is deployed, subjective (vs. objective) task and interactive (vs. non-interactive) task. We find support for the hypotheses in eight experimental studies including two incentive-compatible studies. We examine the effects of two managerial interventions to manage the aftermath of brand harm crises caused by algorithm errors. The research’s findings advance the literature on brand harm crises, algorithm usage, and algorithmic marketing and generate managerial guidelines to address the aftermath of such brand harm crises.