Add to ORKGIn this study, the authors examine the emergence of brand positioning strategies in advertising that parallel the growth of the global marketplace. A new construct, global consumer culture positioning (GCCP), is proposed, operationalized, and tested. This construct associates the brand with a widely understood and recognized set of symbols believed to constitute emerging global consumer culture. Study results support the validity of the new construct and indicate that meaningful percentages of advertisements employ GCCP, as opposed to positioning the brand as a member of a local consumer culture or a specific foreign consumer culture. Identification of GCCP as a positioning tool suggests one pathway through which certain brands come to be p...
This research is essentially concerned with the relationship between consumer acculturation to the g...
Purpose: This paper fills a gap in the literature on branding, as local and glocal brands have not r...
Drawing from international branding literature and schema incongruity research, the present study (a...
In this study, the authors examine the emergence of brand positioning strategies in advertising that...
Purpose - The present paper explores how advertisers use consumer culture positioning (CCP) strategi...
This study proposes a framework of advertising appeals which could be used to express global consume...
In recent years, increasing interest has emerged in examining global consumer culture and its impact...
This study tests the effectiveness of global consumer culture positioning (GCCP) in terms of percept...
The paper describes problems related to the brand internationalisation and globalisation as one of t...
Prior research shows the existence of the construct “global consumer culture” and its related strate...
This paper conducts a content analysis of a total of 480 advertisements from three popular Chinese ...
This study examined the effectiveness of global consumer culture positioning strategy executed via h...
Global marketers have long been perplexed with the question of how to make global branding work. His...
This paper proposes that approaches to culture-based brand positioning are diversifying in response ...
This research is essentially concerned with the relationship between consumer acculturation to the g...
This research is essentially concerned with the relationship between consumer acculturation to the g...
Purpose: This paper fills a gap in the literature on branding, as local and glocal brands have not r...
Drawing from international branding literature and schema incongruity research, the present study (a...
In this study, the authors examine the emergence of brand positioning strategies in advertising that...
Purpose - The present paper explores how advertisers use consumer culture positioning (CCP) strategi...
This study proposes a framework of advertising appeals which could be used to express global consume...
In recent years, increasing interest has emerged in examining global consumer culture and its impact...
This study tests the effectiveness of global consumer culture positioning (GCCP) in terms of percept...
The paper describes problems related to the brand internationalisation and globalisation as one of t...
Prior research shows the existence of the construct “global consumer culture” and its related strate...
This paper conducts a content analysis of a total of 480 advertisements from three popular Chinese ...
This study examined the effectiveness of global consumer culture positioning strategy executed via h...
Global marketers have long been perplexed with the question of how to make global branding work. His...
This paper proposes that approaches to culture-based brand positioning are diversifying in response ...
This research is essentially concerned with the relationship between consumer acculturation to the g...
This research is essentially concerned with the relationship between consumer acculturation to the g...
Purpose: This paper fills a gap in the literature on branding, as local and glocal brands have not r...
Drawing from international branding literature and schema incongruity research, the present study (a...