Redefining brand globalness: an interpretive inquiry

ABSTRACT

This study explores brand globalness from an internal customer’s (i.e. employee) perspective. Data is collected employing virtual interviews and analyzed utilizing a thematic analysis. The thematic data analysis revealed four new dimensions of corporate brand globalness, i.e. global vision, global talent development, global iconness, and global value system. Based on the analysis, we redefine brand globalness as a corporate identity where employees attribute global vision, global talent, global iconness, and global value system to comprise the globalness of a firm. This study is unique in exploring brand globalness from an employee’s perspective.