Both brand globalness and brand local iconicness are key facets of a brand that hold certain promises for the consumer and thus can lead to a competitive edge for companies (Douglas and Craig 2011). They convey an image of quality (Kapferer 2012), make the brand more attractive as they promise status to the consumer (Batra et al. 2000, Steenkamp, Batra, and Alden 2003) and carry a cosmopolitan or patriotic aura (Ger 1999, Steenkamp and Jong 2010). This informational cue of the global or local iconic facet of the brand is well accepted in the literature. Our study attempts to add one more important feature: Besides the informational cue, a brand might also act as a source variable for advertisements and thus a local iconic or global positioning might help to make advertising more effective.
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