The current paper investigates the impact of a brand's perceived globalness and localness on brand attitude, focusing on the mediating roles of perceived quality, brand prestige, and brand image in China. While previous studies have discussed the effect of perceived brand globalness and localness on consumers' brand attitudes and purchase intentions, there is still limited research conducted in the Chinese market. Particularly, this study differs from previous ones by examining the mediating effect of brand image in addition to perceived quality and brand prestige. The analysis reveals that perceived brand globalness and localness positively influence the brand attitude of Chinese consumers, as supported by the mediating effects of perceived quality, brand prestige, and brand image. Moreover, through mediating effect analysis, brand prestige emerges as the strongest mediator between perceived brand globalness/localness and brand attitude, indicating that Chinese consumers' attitudes toward global and local brands are primarily influenced by brand prestige. Additionally, perceived quality and brand image are found to have subsequent effects. Conversely, the primary influencing factor on Chinese consumers' attitude toward perceived brand localness is brand prest...