Abstract:

Anti-globalisation thinking is strong across Europe, especially in France and Germany. This presentation explores how anti-globalisation thinking affects younger consumers, an important market for brand owners across a wide spectrum of products and services. Thinking that global brands are facing new challenges to win and maintain the support and loyalty from this group of consumers the presenters examined how young consumers regard global brands and the extent to which their attitudes influence purchasing behaviour based on a study carried out in France and Germany.