5. Introduction

PBG, i.e., the degree to which consumers perceive MNCs as global corporate brands, enables MNCs to differentiate themselves from competitors and attract consumers (e.g., Swoboda and Hirschmann 2016). Well-known MNCs are global brands by nature, and PBG is a predominant success factor (e.g., for favorable consumer behavior, Halkias, Davvetas and Diamantopoulos 2016; Hussein and Hassan 2018). However, whether such effects hold across nations or are affected by country-specific contexts is unknown. Therefore, this study examines the paths from PBG to repurchase intention through functional and psychological value across nations and considers the degree of country development and national culture as important national context factors.