Yes / Purpose: This study investigates the role of consumer cosmopolitanism on consumer attitudes and purchase intentions towards foreign and local brands. Design/Methodology/Approach: The responses were collected on a structured questionnaire through a consumer survey. The data was then analysed through PLS-SEM. Findings: The results depict the positive influence of consumer cosmopolitanism on consumer attitudes towards foreign brands, which positively influences purchase intentions towards foreign brands and negatively influences the purchase intentions of local brands. Further, the mediating role of perceived quality was observed in explaining the consumer preference towards foreign and domestic brands. Practical Implications: Finally, the study concludes by providing implications for marketing scholars and managers of global and local brands. Originality Value: The paper examines the underlying mechanisms related to consumer cosmopolitanism and its role in influencing the foreign and local brand purchase.

The first part approximates many terms from the tourism that are important for understanding the whole problem of branding of local products. Second part explains the whole problem of local brands as the term local brand, what advantages brands bring, who is responsible for the branding and whom first idea of branding belong to, how the system of branding work etc. The purpose of diploma thesis finds out awareness of visitors of Krkonoše about the local branding. As form was used self prepaired checklist. The problem of local branding supplement knowledges of producers and sellers of certified products.