STRATEGIC GLOCALIZATION: BRAND IDENTITY, ETHICS, AND TECHNOLOGY

This volume presents a set of theoretically grounded studies that critically examine the reconfiguration of brand identity under the combined influences of globalization, glocalization, and artificial intelligence. The chapters investigate how algorithmic systems increasingly mediate cultural representation, consumer interaction, and strategic branding within complex global–local dynamics. A core focus of the book is the analytical exploration of AI-driven personalization as a transformative mechanism in contemporary glocal branding. Drawing on perspectives from branding theory, cultural studies, and digital anthropology, the contributions trace the evolution from standardized global branding models toward context-sensitive, data-informed identity paradigms shaped by algorithmic decision-making. The volume also foregrounds ethical considerations arising from hyper- personalization, including questions of accountability, cultural integrity, and responsible innovation. By critically balancing technological advancement with normative and societal concerns, the chapters offer a comprehensive academic framework for understanding ethically sustainable branding practices in the age of artificial intelligence.