Glocal Branding in Action: How McDonald’s Localization Strategy Shapes Consumer Behavior in Portugal
Abstract
This study investigates how McDonald’s glocalization strategy affects consumer behavior in Portugal, highlighting the interplay between the global brand identity and local cultural adaptation. Employing Kozinets’ (2020) netnographic approach, the research analyzes over 15,000 consumer-generated digital interactions across social media, review platforms, and food forums to uncover authentic, culturally embedded perceptions. Findings reveal that McDonald’s localized offerings, such as the McBifana and McPastel de Nata, resonate strongly with Portuguese consumers, driving a 12.7% increase in sales and enhancing emotional brand attachment. The study also uncovers a generational divide, with younger consumers exhibiting greater receptivity to hybrid brand identities. By applying netnography to a global fast-food brand in a culturally rich European context, this research contributes to international consumer marketing literature by offering a digitally grounded framework for understanding localized brand performance. The findings provide actionable insights for global marketers seeking to cultivate cultural authenticity and consumer engagement across diverse markets.
DOI: https://doi.org/10.54663/2182-9306.2025.v.13.n.319-336
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Copyright (c) 2026 Vasco Ribeiro Santos, Anabela Pereira, Bruno Sousa, Umar Ali, Luzia Arantes, Theodore Tarnanidis
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
REBIB: Q2
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