Purpose:This study explores the influence of consumers? Perceived brand globalness (PBG) on their brand attitudes in an emerging market that has experienced rapid growth and transition.We also examine the moderating effect of the age difference on the relationship between PBG and brand attitude.Methodology: Building from prior research in global branding,this manuscript develops a framework to illustrate how motivating factors drive consumers? Desire for global brands in emerging market.A scale is developed and tested on a national sample of Chinese consumers using structural equation modeling.Findings: The data analysis provides support for most of the seven hypotheses.The results indicate that perceived globalness of brands affects consumers? Attitude indirectly through three factors,namely,perceived brand quality (PBQ),perceived social prestige (PSP),and perceived association of consumption trend (PACT) associated with owning or consuming a global brand in emerging market.In addition,various effects of these factors are examined in different groups/generations of consumers.Implications: When building positioning strategies for global brands marketed in emerging market,managers should consider switching the focus to symbolic meanings of brands from the traditionally emphasized brand quality.The perceived social prestige and partaking in consumption trends associated with owning or consuming global brands are found to play a more significant role in consumers? Attitudes towards the brands in the context of our study.In addition,we propose that brand managers consider different positioning strategies for different consumer segments divided based on age.Originality: We examine the effects of perceived brand globalness and other factors on consumers? Brand attitude in a unique context of an emerging market like China.This manuscript contributes to the existing literature by 1) identifying the effective strategies brand managers can use to position their brands so as to create a strong positive attitude among consumers and 2) by uncovering the possible moderating effect of Chinese consumers? Generation difference on the effects of those positioning strategies.