There are four major segments in each country with respect to how its citizens view global brands. These include: global citizens, global dreamers, antiglobals, and global agnostics.

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These segments describe how people around the world perceive and interact with global brands. Global citizens are open and positive about global brands for their quality and innovation. Global dreamers admire global brands and see them as status symbols. Antiglobals oppose global brands, often for ethical or nationalist reasons. Global agnostics are indifferent to the origin of a brand, focusing instead on value, quality, or convenience.

There Are Four Major Segments in Each Country with Respect