How Perceived Brand Globalness Creates Brand Value: Looking Back, Looking Ahead

We are honored that our paper “How perceived brand globalness creates brand value” (Steenkamp et al. 2003) has been selected for inclusion in this book. In this commentary, we will first provide a brief history of the genesis of this paper. Next, we will introduce some model extensions that have been made. Finally, we will identify several areas for future research including perceived brand globalness (PBG) and country of origin, PBG and brand equity, whether PBG is a dividend or liability in today’s world, and global brands without PBG dividend.