Skip to main content
Intended for healthcare professionals
Restricted access
Research article
First published January 1999

Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture

Dana L. Alden, Jan-Benedict E.M. Steenkamp, and Rajeev BatraView all authors and affiliations
Volume 63, Issue 1
https://doi.org/10.1177/002224299906300106

Abstract

In 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 perceived by consumers as “global” and provides managers with strategic direction in the multinational marketplace.

Get full access to this article

View all access and purchase options for this article.

Get Access

References

Aaker David A. (1991), Managing Brand Equity. New York: The Free Press.
Google Scholar
Alden Dana L., Hoyer Wayne D., and Lee Chol (1993), “Identifying Global and Culture-Specific Dimensions of Humor in Advertising,” Journal of Marketing, 57 (April), 64–75.
Crossref
Google Scholar
Appadurai Arjun (1990), “Disjuncture and Difference in the Global Economy,” in Global Culture: Nationalism, Globalization and Modernity, Featherstone Mike, ed. London: Sage Publications, 295–310.
Google Scholar
The Asian Wall Street Journal Weekly (1994), “Cathay's New Logo Reflects Asian Base,” (September 5), 11.
Google Scholar
Bearden William O. and Etzel Michael J. (1982), “Reference Group Influence on Product and Brand Purchase Decisions,” Journal of Consumer Research, 9 (September), 183–94.
Crossref
Google Scholar
Bradley Sandra, Hitchon Jacqueline, and Thorson Esther (1994), “Hard Sell Versus Soft Sell: A Comparison of American and British Advertising,” in Global and Multinational Advertising, Englis Basil D., ed. Hillsdale, NJ: Lawrence Erlbaum Associates, 141–57.
Google Scholar
BusinessWeek (1996), “A World Wide Web for Tout Le Monde,” (April 1), 36.
Google Scholar
Buzzell Robert D. (1968), “Can You Standardize Multinational Marketing?” Harvard Business Review, 55 (November/December), 102–13.
Google Scholar
Caudle Fairfield M. (1994), “National Boundaries in Magazine Advertising: Perspectives on Verbal and Nonverbal Communication,” in Global and Multinational Advertising, Englis Basil D., ed. Hillsdale, NJ: Lawrence Erlbaum Associates, 117–40.
Google Scholar
Cheng Hong and Schweitzer John C. (1996), “Cultural Values Reflected in Chinese and U.S. Television Commercials,” Journal of Advertising Research, 36 (May/June), 27–45.
Google Scholar
Corey Robert J. and Williams Jerome D. (1994), “Developing a Text-Theoretic Methodology for Analyzing Subcultural Market Segments: A Pilot Study,” in Global and Multinational Advertising, Englis Basil D., ed. Hillsdale, NJ: Lawrence Erlbaum Associates, 207–31.
Google Scholar
Dawar Niraj and Parker Philip (1994), “Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality,” Journal of Marketing, 58 (April), 81–95.
Crossref
Google Scholar
de Mooij Marieke (1998), Global Marketing and Advertising: Understanding Cultural Paradoxes. Thousand Oaks, CA: Sage Publications.
Google Scholar
Domzal Teresa J. and Kernan Jerome B. (1993), “Mirror, Mirror: Some Postmodern Reflections on Global Advertising,” Journal of Advertising, 22 (December), 1–20.
Crossref
Google Scholar
Duncan Tom (1992), “Standardized Global Marketing Communication Campaigns Are Possible, They're Just Hard to Do,” in AM A Summer Educators’ Conference Proceedings, Leone Robert P. and Kumar V., eds. Chicago: American Marketing Association, 352–58.
Google Scholar
Duncan Tom and Ramaprasad Jyotika (1995), “Standardized Multinational Advertising: The Influencing Factors,” Journal of Advertising, 24 (Fall), 55–68.
Crossref
Google Scholar
The Economist (1992), “Full of Western Promise,” (November 14), 83–84.
Google Scholar
Ettenson Richard (1993), “Brand Name and Country of Origin Effects in the Emerging Market Economies of Russia, Poland and Hungary,” International Marketing Review, 10 (October), 14–36.
Crossref
Google Scholar
Featherstone Mike (1990), “Global Culture: An Introduction,” in Global Culture: Nationalism, Globalization and Modernity, Featherstone Mike, ed. London: Sage Publications, 1–14.
Crossref
Google Scholar
Fischler Claude (1988), “Cuisines and Food Selection,” in Food Acceptability, Thomson David M.H., ed. London: Elsevier Applied Science, 193–206.
Google Scholar
Friedman Jonathon (1990), “Being in the World: Globalization and Localization,” in Global Culture: Nationalism, Globalization and Modernity, Featherstone Mike, ed. Thousand Oaks, CA: Sage Publications, 295–310.
Crossref
Google Scholar
Gifi Albert (1990), Non-Linear Multivariate Analysis. New York: John Wiley & Sons.
Google Scholar
Grunert Klaus G. (1996), “Automatic and Strategic Processes in Advertising Effects,” Journal of Marketing, 60 (October), 88–101.
Crossref
Google Scholar
Hannerz Ulf (1990), “Cosmopolitans and Locals in World Culture,” in Global Culture: Nationalism, Globalization and Modernity, Featherstone Mike, ed. Thousand Oaks, CA: Sage Publications, 295–310.
Google Scholar
Hassan Salah S. and Katsanis Lea Prevel (1994), “Global Market Segmentation Strategies and Trends,” in Globalization of Consumer Markets: Structures and Strategies, Hassan Salah S. and Kaynak Erdener, eds. New York: International Business Press, 47–62.
Google Scholar
Heath Timothy B., Chatterjee Subimal, and France Karen Russo (1990), “Using the Phonemes of Brand Names to Symbolize Brand Attributes,” in AMA Educator's Proceedings: Enhancing Knowledge in Marketing, Parasuraman A. and Bearden William, eds. Chicago: American Marketing Association, 38–42.
Google Scholar
Heslop Louise A. and Papadopoulos Nicolas (1993), “But Who Knows Where or When: Reflections on the Images of Countries and Their Products,” in Product-Country Images: Impact and Role in International Marketing, Papadopoulos Nicolas and Heslop Louise, eds. New York: International Business Press (Haworth), 39–75.
Google Scholar
Hoffman Donna L., de Leeuw Jan, and Arjunji Ramesh V. (1994), “Multiple Correspondence Analysis,” in Advanced Methods of Marketing Research, Bagozzi Richard P., ed. Cambridge: Basil Blackwell, 260–94.
Google Scholar
Hofstede Geert (1980), Culture's Consequences: International Differences in Work-Related Values. Beverly Hills, CA: Sage Publications.
Google Scholar
Jeannet Jean-Pierre and Hennessey H. David (1995), Global Marketing Strategies, 3d ed. Boston: Houghton Mifflin.
Google Scholar
Johansson Johny K. (1997), Global Marketing: Foreign Entry, Local Marketing, and Global Management. Chicago: Richard D. Irwin.
Google Scholar
Johnson Michael D. (1988), “Comparability and Hierarchical Processing in Multialternative Choice,” Journal of Consumer Research, 15 (December), 303–14.
Crossref
Google Scholar
Kapferer Jean-Noel (1992), Strategic Brand Management. New York: The Free Press.
Google Scholar
Leclerc France, Schmitt Bernd H., and Dube Laurette (1994), “Foreign Branding and Its Effects on Product Perceptions and Attitudes,” Journal of Marketing Research, 31 (May), 263–70.
Crossref
Google Scholar
Lefkoff-Hagius Roxanne and Mason Charlotte H. (1993), “Characteristic, Beneficial, and Image Attributes in Consumer Judgements of Similarity and Preference,” Journal of Consumer Research, 20 (June), 100–10.
Crossref
Google Scholar
Levitt Theodore (1983), “The Globalization of Markets,” Harvard Business Review, 61 (May/June), 92–102.
Google Scholar
McCracken Grant (1993), “The Value of the Brand: An Anthropological Perspective,” in Brand Equity and Advertising: Advertising's Role in Building Strong Brands, Aaker David A. and Bowl Alexander L., eds. Hillsdale, NJ: Lawrence Erlbaum Associates, 125–39.
Google Scholar
Meffert Heribert and Bolz Joachim (1993), “Standardization of Marketing in Europe,” in European Marketing, Halliburton Chris and Huenerberg Reinhard, eds. Reading, MA: Addison-Wesley, 45–62.
Google Scholar
Mehta Raj and Belk Russell W. (1991), “Artifacts, Identity and Transition: Favorite Possessions of Indians and Indian Immigrants to the United States,” Journal of Consumer Research, 17 (March), 398–411.
Crossref
Google Scholar
Messaris Paul (1997), Visual Persuasion. Thousand Oaks, CA: Sage Publications.
Google Scholar
Mick David Glen (1986), “Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols and Significance,” Journal of Consumer Research, 13 (September), 196–213.
Crossref
Google Scholar
Mueller Barbara (1996), International Advertising: Communicating Across Cultures. Belmont, CA: Wadsworth Publishing.
Google Scholar
Murcott Anne (1986), “You Are What You Eat: Anthropological Factors Influencing Food Choice,” in The Food Consumer, Ritson Christopher, Gofton Leslie, and McKenzie John, eds. Chichester, NY: John Wiley & Sons, 107–25.
Google Scholar
Park C. Whan, Jaworski Bernard J., and MacInnis Deborah J. (1986), “Strategic Brand Concept–Image Management,” Journal of Marketing, 50 (October), 135–46.
Crossref
Google Scholar
Park C. Whan, and Lessig Parker V. (1977), “Students and Housewives: Differences in Susceptibility to Reference Group Influence,” Journal of Consumer Research, 4 (September), 102–10.
Crossref
Google Scholar
Poortinga Ype H. and Malpass Roy S. (1986), “Making Inferences from Cross-Cultural Data,” in Field Methods in Cross-Cultural Research, Lonner Walter J. and Berry John W., eds. Beverly Hills, CA: Sage Publications, 17–46.
Google Scholar
Ray Nina M., Ryder Mary Ellen, and Scott Stanley V. (1994), “Toward an Understanding of the Use of Foreign Words in Print Advertising,” in Globalization of Consumer Markets: Structures and Strategies, Hassan Salah S. and Kaynak Erdener, eds. New York: International Business Press, 47–62.
Google Scholar
Robertson Roland (1987a), “Globalization and Societal Modernization: A Note on Japan and Japanese Religion,” Sociological Analysis, 47 (September), 35–43.
Crossref
Google Scholar
Robertson Roland (1987b), “Globalization Theory and Civilization Analysis,” Comparative Civilizations Review, 17 (Fall), 20–30.
Google Scholar
Roth Martin S. (1992), “Depth Versus Breadth Strategies for Global Brand Image Management,” Journal of Advertising, 21 (June), 25–36.
Crossref
Google Scholar
Roth Martin S. (1995a), “Effects of Global Market Conditions on Brand Image Customization and Brand Performance,” Journal of Advertising, 24 (Winter), 55–75.
Crossref
Google Scholar
Roth Martin S. (1995b), “The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies,” Journal of Marketing Research, 32 (May), 163–75.
Crossref
Google Scholar
Samli A. Coskun (1995), International Consumer Behavior: Its Impact on Marketing Strategy Development. Westport, CT: Quorum Books.
Google Scholar
Schmitt Bernd H. and Pan Yigand (1994), “Managing Corporate and Brand Identities in the Asia-Pacific Region,” California Management Review, 38 (Summer), 32–48.
Crossref
Google Scholar
Schmitt Bernd H. and Simonson Alex (1997), Marketing Aesthetics: The Strategic Management of Brands, Identity and Image. New York: The Free Press.
Google Scholar
Schmitt Bernd H., Simonson Alex and Marcus Joshua (1995), “Managing Corporate Image and Identity,” Long Range Planning, 28 (October), 82–92.
Crossref
Google Scholar
Sherry John F. Jr. and Camargo Eduardo G. (1987), “May Your Life Be Marvelous: English Language Labelling and the Semiotics of Japanese Promotion,” Journal of Consumer Research, 14 (September), 174–88.
Crossref
Google Scholar
Shimp Terence A. and Sharma Subhash (1987), “Consumer Ethnocentrism: Construction and Validation of the CETSCALE,” Journal of Marketing Research, 24 (August), 280–89.
Crossref
Google Scholar
Shocker Allan D., Srivastava Rajendra K., and Ruekert Robert W. (1994), “Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue,” Journal of Marketing Research, 31 (May), 149–58.
Crossref
Google Scholar
SPSS (1989), SPSS-X Categories. Chicago: SPSS.
Google Scholar
Terpstra Vern and David Kenneth (1991), The Cultural Environment of International Business, 3d ed. Cincinnati, OH: Southwestern.
Google Scholar
Walker Chip (1996), “Can TV Save the Planet,” American Demographics, 18 (May), 42–49.
Google Scholar
Yip George S. (1995), Total Global Strategy: Managing for Worldwide Competitive Advantage. Englewood Cliffs, NJ: Prentice Hall.
Google Scholar
Zeithaml Valerie A., Parasuraman A., and Berry Leonard L. (1990), Delivering Quality Service: Balancing Customer Perceptions and Expectations. New York: The Free Press.
Google Scholar

Cite article

Cite article

Cite article

OR

Download to reference manager

If you have citation software installed, you can download article citation data to the citation manager of your choice

Share options

Share

Share this article

Share with email
EMAIL ARTICLE LINK
Share on social media

Share access to this article

Sharing links are not relevant where the article is open access and not available if you do not have a subscription.

For more information view the Sage Journals article sharing page.

Information, rights and permissions

Information

Published In

Volume 63, Issue 1
Pages: 75 - 87
Article first published: January 1999
Issue published: January 1999

Rights and permissions

© 1999 American Marketing Association.
Request permissions for this article.

Authors

Affiliations

Dana L. Alden
Department of Marketing, College of Business Administration, University of Hawaii at Manoa.
View all articles by this author
Jan-Benedict E.M. Steenkamp
Professor of Marketing and Marketing Area Coordinator, Catholic University of Leuven, Belgium, and GfK Professor of International Marketing Research, Wageningen University, The Netherlands.
View all articles by this author
Rajeev Batra
School of Business Administration, University of Michigan.
View all articles by this author

Notes

The authors gratefully acknowledge support from the Center for International Business Education at the University of Hawaii, data collection assistance from ACME, Madras, India, and the guidance of the three anonymous JM reviewers.

Metrics and citations

Metrics

Journals metrics

This article was published in Journal of Marketing.

VIEW ALL JOURNAL METRICS

Article usage*

Total views and downloads: 10276

*Article usage tracking started in December 2016

Altmetric

See the impact this article is making through the number of times it’s been read, and the Altmetric Score.
Learn more about the Altmetric Scores


Articles citing this one

Receive email alerts when this article is cited

Web of Science: 385 view articles Opens in new tab

Crossref: 434

  1. How Sustainable Luxury Influences Product Value Perceptions and Behavi...
    Go to citation Crossref Google Scholar
  2. Improving attitudes toward brands with global consumer culture positio...
    Go to citation Crossref Google Scholar
  3. How do leading Japanese cosmetic brands use consumer culture positioni...
    Go to citation Crossref Google Scholar
  4. Negotiating the global–urban: consumer flows in two Hong Kong retail s...
    Go to citation Crossref Google Scholar
  5. Winemaking in Southern Russia: Barriers to development and positioning...
    Go to citation Crossref Google Scholar
  6. Leveraging minority language in destination online marketing: Evidence...
    Go to citation Crossref Google Scholar
  7. Shifting Standards in Consumer Evaluations of Global and Local Brands...
    Go to citation Crossref Google Scholar
  8. Perceptions of Hard Sell and Soft Sell Vocal Styles across Countries: ...
    Go to citation Crossref Google Scholar
  9. Within and Between Two Worlds: Conceiving, Measuring, and Applying Mix...
    Go to citation Crossref Google Scholar
  10. A Comparative Study of the U.S. and Ghana College Students’ Perception...
    Go to citation Crossref Google Scholar
  11. Branding and positioning strategies in industrial and B2B markets in t...
    Go to citation Crossref Google Scholar
  12. Approaches to Global Expansions: Standardization vs. Adaptation
    Go to citation Crossref Google Scholar
  13. Cross-Cultural Consumer Behavior
    Go to citation Crossref Google Scholar
  14. Reprint: How Perceived Brand Globalness Creates Brand Value
    Go to citation Crossref Google Scholar
  15. How Perceived Brand Globalness Creates Brand Value: Looking Back, Look...
    Go to citation Crossref Google Scholar
  16. Reprint: Cosmopolitan Consumers as a Target Group for Segmentation
    Go to citation Crossref Google Scholar
  17. Consumer Cosmopolitanism as a Segmentation Basis: A Retrospective
    Go to citation Crossref Google Scholar
  18. Reprint: Us Versus Them, or Us Versus Everyone? Delineating Consumer A...
    Go to citation Crossref Google Scholar
  19. Subaltern Agencies, Marketing Communications, and Counter Discourses i...
    Go to citation Crossref Google Scholar
  20. Tackling International Markets: Bicultural Brand Positioning of Sport ...
    Go to citation Crossref Google Scholar
  21. Coach Versus Goldlion: The Effect of Socially Versus Personally Orient...
    Go to citation Crossref Google Scholar
  22. Perceived brand localness of foreign brands and its impacts on brand t...
    Go to citation Crossref Google Scholar
  23. How does self-congruity foster customer engagement with global brands?...
    Go to citation Crossref Google Scholar
  24. When “Global” Becomes a Challenge: The Role of Freshness in Food Brand...
    Go to citation Crossref Google Scholar
  25. Typologies and taxonomies of positioning strategies: a systematic lite...
    Go to citation Crossref Google Scholar
  26. Influence of consumer cosmopolitanism on purchase intention of foreign...
    Go to citation Crossref Google Scholar
  27. Are business schools from the Global South walking their talk? Interna...
    Go to citation Crossref Google Scholar
  28. Fit or misfit of culture in marketing communication? Development of th...
    Go to citation Crossref Google Scholar
  29. Challenging cultured meat naturalness perceptions: The role of consume...
    Go to citation Crossref Google Scholar
  30. Enhancing National Reputation and Competitiveness in the Global Market...
    Go to citation Crossref Google Scholar
  31. The Global/Local Product Attribute: Decomposition, Trivialization, and...
    Go to citation Crossref Google Scholar
  32. Technology within cultures: Segmenting the wired consumers in Canada, ...
    Go to citation Crossref Google Scholar
  33. Influence of customer personality on perceived attractiveness and simi...
    Go to citation Crossref Google Scholar
  34. The Impact of Consumers’ Ethnic Disidentification and Cosmopolitanism ...
    Go to citation Crossref Google Scholar
  35. How digital platforms affect the internationalisation of wine firms in...
    Go to citation Crossref Google Scholar
  36. What (really) drives consumer love for traditional luxury brands? The ...
    Go to citation Crossref Google Scholar
  37. The Historical Transformation of China's National Perception
    Go to citation Crossref Google Scholar
  38. Mapping the most competitive journals in advertising research. A bibli...
    Go to citation Crossref Google Scholar
  39. GLOBAL AND LOCAL BRANDS: DISTINGUISHING PERCEPTIONS FROM ORIGIN
    Go to citation Crossref Google Scholar
  40. Marketing Agility in Subsidiaries: Market Orientation and Marketing Pr...
    Go to citation Crossref Google Scholar
  41. Race, beauty type, and femininity in fashion advertising: Analysis of ...
    Go to citation Crossref Google Scholar
  42. Airlines: Standardize Your International Advertising!
    Go to citation Crossref Google Scholar
  43. Redefining brand globalness: an interpretive inquiry
    Go to citation Crossref Google Scholar
  44. Consumer animosity: the mitigating effect of perceived brand globalnes...
    Go to citation Crossref Google Scholar
  45. Role of perceived brand globalness and localness in developing consume...
    Go to citation Crossref Google Scholar
  46. Matching the Needs in an Emerging Market: An Investigation of Multinat...
    Go to citation Crossref Google Scholar
  47. The relationship between perceived brand globalness/localness and purc...
    Go to citation Crossref Google Scholar
  48. Huawei knowledge transfer in Africa: Corporate communication and users...
    Go to citation Crossref Google Scholar
  49. Negative Advertising and Competitive Positioning
    Go to citation Crossref Google Scholar
  50. Environmentally Friendly Materialism: How It Is Generated and How Luxu...
    Go to citation Crossref Google Scholar
  51. Uluslararası Marka İttifakı Ürünü Satın Alma Olasılığının Algılanan Ma...
    Go to citation Crossref Google Scholar
  52. The Coalescence Effect: How a Combination of Foreign and Local Appeals...
    Go to citation Crossref Google Scholar
  53. Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocent...
    Go to citation Crossref Google Scholar
  54. Is brand globalness compatible with brand country-of-origin? An invest...
    Go to citation Crossref Google Scholar
  55. Understanding the relationship between advertising spending and happin...
    Go to citation Crossref Google Scholar
  56. Which brands do consumers become attached to? The roles of brand conce...
    Go to citation Crossref Google Scholar
  57. B2B brand positioning in emerging markets: Exploring positioning signa...
    Go to citation Crossref Google Scholar
  58. Cross-national consistency of place-related identity dispositions as a...
    Go to citation Crossref Google Scholar
  59. Social media usage, materialism and psychological well-being among imm...
    Go to citation Crossref Google Scholar
  60. The Complexity of International Marketing: Pitfalls of Dolce & Gabbana...
    Go to citation Crossref Google Scholar
  61. Effects of Consumer Dispositional Attitude on Purchase Intention in an...
    Go to citation Crossref Google Scholar
  62. Effects of Consumer Dispositional Attitude on Purchase Intention in an...
    Go to citation Crossref Google Scholar
  63. How to Go GloCal: Omni-Brand Orientation Framework
    Go to citation Crossref Google Scholar
  64. Postacquisition asset redeployment and marketing adaptation: a consume...
    Go to citation Crossref Google Scholar
  65. Dynamic brand positioning: a firm-customer synergistic strategy of bra...
    Go to citation Crossref Google Scholar
  66. Beauty Types of Female Advertising Models in Asia
    Go to citation Crossref Google Scholar
  67. How short film ads improve brand attitudes: The roles of viewing exper...
    Go to citation Crossref Google Scholar
  68. Consumer cosmopolitanism in international marketing research: a system...
    Go to citation Crossref Google Scholar
  69. Analyzing the Impact of the Leading Articles in the Jour...
    Go to citation Crossref Google Scholar
  70. Attitudes Toward Global and Local Consumer Culture and the Meanings of...
    Go to citation Crossref Google Scholar
  71. Growing the community bank in the shadow of national banks: an empiric...
    Go to citation Crossref Google Scholar
  72. An Experimental Approach to Examine the Antecedents of Attitude, Inten...
    Go to citation Crossref Google Scholar
  73. The Role of Cultural Congruence in the Art Infusion Effect
    Go to citation Crossref Google Scholar
  74. The Shopping Behavior of International Students in Poland during COVID...
    Go to citation Crossref Google Scholar
  75. Effects of perceived brand localness and perceived brand globalness on...
    Go to citation Crossref Google Scholar
  76. The Effect of Brand Origin on Trust in Advertisement and Attitudes tow...
    Go to citation Crossref Google Scholar
  77. Do Americans seek pleasure while Chinese care about others’ approval? ...
    Go to citation Crossref Google Scholar
  78. Cultural Perspectives of Millennials’ Decision-Making Styles in Online...
    Go to citation Crossref Google Scholar
  79. The interaction effect of country-of-origin positioning and cultural d...
    Go to citation Crossref Google Scholar
  80. Political Ideology and Cultural Consumption: The Role of Flexibility i...
    Go to citation Crossref Google Scholar
  81. Global Tüketici Kültürünün Bir Boyutu Olarak Kozmopolitlik ve Tüketici...
    Go to citation Crossref Google Scholar
  82. The mechanism and influences of multilingual packaging strategy for to...
    Go to citation Crossref Google Scholar
  83. Why Do Russian Consumers Prefer Foreign-Made Products and Brands?
    Go to citation Crossref Google Scholar
  84. YERLİ DİJİTAL PLATFORMLARDA ALGILANAN MARKA YERELLİĞİNİN MARKA TERCİHİ...
    Go to citation Crossref Google Scholar
  85. Development of empirically-based customer-derived positioning taxonomy...
    Go to citation Crossref Google Scholar
  86. Measuring brand positioning effectiveness of car brands using triangul...
    Go to citation Crossref Google Scholar
  87. To Each Their Own: The Impact of Regulatory Focus on Consumers’ Respon...
    Go to citation Crossref Google Scholar
  88. The impact of luxury brand status signaling, extension authenticity an...
    Go to citation Crossref Google Scholar
  89. Global consumer culture and national identity as drivers of materialis...
    Go to citation Crossref Google Scholar
  90. The role of market and product category characteristics in local versu...
    Go to citation Crossref Google Scholar
  91. Cross-cultural comparisons of popular YouTube ads: A content analysis ...
    Go to citation Crossref Google Scholar
  92. Chief marketing officers and firm performance: A multinational perspec...
    Go to citation Crossref Google Scholar
  93. A cross-cultural study on consumer preferences for olive oil
    Go to citation Crossref Google Scholar
  94. Antecedents of Consumer Economic Nationalism: The Role of Need for Cog...
    Go to citation Crossref Google Scholar
  95. Global Markaların Türkiye Sevdası: Glokalizasyondan “Yerellik Yıkaması...
    Go to citation Crossref Google Scholar
  96. Brand equity retention after rebranding: a resource-based perspective
    Go to citation Crossref Google Scholar
  97. Keeping It Real or Bridging the Gap? Brand Positioning of U.S. Sport T...
    Go to citation Crossref Google Scholar
  98. International higher education brand alliance: the role of brand fit a...
    Go to citation Crossref Google Scholar
  99. Brand positioning and business performance of alcoholic beverage firms...
    Go to citation Crossref Google Scholar
  100. Xenocentrism and Consumer Buying Behavior: A Comparative Analysis of M...
    Go to citation Crossref Google Scholar
  101. Cultural Production as a Means of Acculturation of Global Consumer Cul...
    Go to citation Crossref Google Scholar
  102. Conclusion: Moving Forward
    Go to citation Crossref Google Scholar
  103. Changes in Conceptualization of Self and Identity as a Function of Glo...
    Go to citation Crossref Google Scholar
  104. Globalization and Global Consumer Culture: The Fragmentation, Fortific...
    Go to citation Crossref Google Scholar
  105. A Review of Culture-Bound Approaches to International Marketing and Tr...
    Go to citation Crossref Google Scholar
  106. ‘Antiglobalscapes’: A cross-national investigation of the nature and p...
    Go to citation Crossref Google Scholar
  107. The extension of animosity model of foreign product purchase: Does cou...
    Go to citation Crossref Google Scholar
  108. More than a mere cup of coffee: When perceived luxuriousness triggers ...
    Go to citation Crossref Google Scholar
  109. Sustainable Development Indicators and Their Relationship to GDP: Evid...
    Go to citation Crossref Google Scholar
  110. Importance of local culture in advertising: Case of Serbia
    Go to citation Crossref Google Scholar
  111. Luxury purchase intentions: the role of individualism-collectivism, pe...
    Go to citation Crossref Google Scholar
  112. Development of empirically based customer-derived positioning taxonomy...
    Go to citation Crossref Google Scholar
  113. Foreign Languages in Advertising: Linguistic and Marketing Perspective...
    Go to citation Crossref Google Scholar
  114. Consumer reactions to female and male cosmetic surgery beauty in Asian...
    Go to citation Crossref Google Scholar
  115. Developing brand identities for international new ventures under uncer...
    Go to citation Crossref Google Scholar
  116. The compensatory influences of country stereotypes and the global/loca...
    Go to citation Crossref Google Scholar
  117. Estrategias de marketing de marcas globales y locales en economías en ...
    Go to citation Crossref Google Scholar
  118. The impact of service category and brand positioning on consumer animo...
    Go to citation Crossref Google Scholar
  119. The external effect of international tourism on brand equity developme...
    Go to citation Crossref Google Scholar
  120. Pathways to Global versus Local Brand Preferences: The Roles of Cultur...
    Go to citation Crossref Google Scholar
  121. Overcoming institutional voids: Maisons spéciales ...
    Go to citation Crossref Google Scholar
  122. Brand credibility and marketplace globalization: The role of perceived...
    Go to citation Crossref Google Scholar
  123. Why Localization Is Necessary as a Business Strategy in Emerging Marke...
    Go to citation Crossref Google Scholar
  124. The Link between Sustainable Destination Image, Brand Globalness and C...
    Go to citation Crossref Google Scholar
  125. Sosyal Medya Kullanımının Tüketici Etnosentrizmi ve Kozmopolitlik Üzer...
    Go to citation Crossref Google Scholar
  126. Cultural globalization from the periphery: Translation practices of En...
    Go to citation Crossref Google Scholar
  127. Hedonik Alışveriş Değeri ve Faydacı Alışveriş Değerinin, Küresel Tüket...
    Go to citation Crossref Google Scholar
  128. Moderating effect of brand commitment on apparel brand prestige in upw...
    Go to citation Crossref Google Scholar
  129. The effects of cultural distance on online brand popularity
    Go to citation Crossref Google Scholar
  130. Monolingual Consumers’ Reactions in Cyber Market to GCCP, FCCP, and LC...
    Go to citation Crossref Google Scholar
  131. Uncertainty Evokes Consumers’ Preference for Brands Incongruent with t...
    Go to citation Crossref Google Scholar
  132. Celebrity endorsements in destination marketing: A three country inves...
    Go to citation Crossref Google Scholar
  133. Luxury shopping tourism: views from Chinese post-1990s female tourists
    Go to citation Crossref Google Scholar
  134. How Nationalistic Appeals Affect Foreign Luxury Brand Reputation: A St...
    Go to citation Crossref Google Scholar
  135. Perceived Brand Globalness/Localness: A Systematic Review of the Liter...
    Go to citation Crossref Google Scholar
  136. How morality judgments influence humor perceptions of prankvertising
    Go to citation Crossref Google Scholar
  137. Nationalism in the produce aisle: Using country of origin labels to st...
    Go to citation Crossref Google Scholar
  138. How within-country consumer product (or brand) localness and supportin...
    Go to citation Crossref Google Scholar
  139. When in “China” do as the Chinese do: a case study of IHG’s HUALUXE’S ...
    Go to citation Crossref Google Scholar
  140. Impact of Socio-Demographic, Economic and Psychographic Consumer Trait...
    Go to citation Crossref Google Scholar
  141. Designing Effective Promotion and Advertising Strategies
    Go to citation Crossref Google Scholar
  142. Using Local Culture in Brand Positioning and Communication
    Go to citation Crossref Google Scholar
  143. Cultural Values and Marketing Communications in Emerging Markets
    Go to citation Crossref Google Scholar
  144. The Construction and Effectiveness of Regional Cultural Confidence Str...
    Go to citation Crossref Google Scholar
  145. Understanding the Interplay between Brand Globalness and Localness amo...
    Go to citation Crossref Google Scholar
  146. Negative Advertising and Product Design
    Go to citation Crossref Google Scholar
  147. The Influence of Social Media Marketing on Consumers’ Purchase Decisio...
    Go to citation Crossref Google Scholar
  148. The Local Aspect in the Successful Brands in Latin America: Empirical ...
    Go to citation Crossref Google Scholar
  149. Impact of Susceptibility to Global Consumer Culture on Commitment and ...
    Go to citation Crossref Google Scholar
  150. Global Brand and Global Consumers
    Go to citation Crossref Google Scholar
  151. Soft-sell versus hard-sell  : quelle approche publicitaire dans les pa...
    Go to citation Crossref Google Scholar
  152. Evaluation of cross-national global market segmentation and strategy: ...
    Go to citation Crossref Google Scholar
  153. A cross-cultural case study of consumers' communications about a new t...
    Go to citation Crossref Google Scholar
  154. Materialism, cosmopolitanism, and emotional brand attachment: The role...
    Go to citation Crossref Google Scholar
  155. COO in print advertising: Developed versus developing market compariso...
    Go to citation Crossref Google Scholar
  156. Brand user imagery clarity (BUIC): conceptualization, measurement, and...
    Go to citation Crossref Google Scholar
  157. Positioning strategies of foreign and indigenous firms in an African c...
    Go to citation Crossref Google Scholar
  158. How do international advertisers use consumer culture positioning stra...
    Go to citation Crossref Google Scholar
  159. Do brand warmth and brand competence add value to consumers? A stereot...
    Go to citation Crossref Google Scholar
  160. Impact of acculturation to western culture (AWC) on western fashion lu...
    Go to citation Crossref Google Scholar
  161. How values of individualism and collectivism influence impulsive buyin...
    Go to citation Crossref Google Scholar
  162. Products labeled as “made in domestic country”: the brand matters
    Go to citation Crossref Google Scholar
  163. Consumption Function in the Context of Cultural Affinity Zones
    Go to citation Crossref Google Scholar
  164. An international market segmentation model based on susceptibility to ...
    Go to citation Crossref Google Scholar
  165. Promoting consumer loyalty and resilience to negative information thro...
    Go to citation Crossref Google Scholar
  166. Building the connection between nation and commercial brand: an integr...
    Go to citation Crossref Google Scholar
  167. Against the Odds: Consequences of Social Media in B2B and B2C
    Go to citation Crossref Google Scholar
  168. The psychology of consumer ethnocentrism and cosmopolitanism: a five-c...
    Go to citation Crossref Google Scholar
  169. Local and standardized strategies: A content analysis of newspaper foo...
    Go to citation Crossref Google Scholar
  170. Examining the effects of advertising credibility on brand credibility,...
    Go to citation Crossref Google Scholar
  171. Will a supplier's origin make a difference to its business customers?
    Go to citation Crossref Google Scholar
  172. The role of consumption orientation in consumer food preferences in em...
    Go to citation Crossref Google Scholar
  173. How does consumers' Perception of Sports Stars' Personal Brand Promote...
    Go to citation Crossref Google Scholar
  174. How consumer-based brand equity relates to market share of global and ...
    Go to citation Crossref Google Scholar
  175. KÜRESEL TÜKETİM ODAKLILIK, TÜKETİCİ YENİLİKÇİLİĞİ, KÜRESEL VE YEREL MA...
    Go to citation Crossref Google Scholar
  176. The Linguistics of Name Translation: Preferred Personal and Business N...
    Go to citation Crossref Google Scholar
  177. Preventing brand name blunders in doing business across cultures: Theo...
    Go to citation Crossref Google Scholar
  178. The Interplay Between Brand Globalness and Localness for Iconic Global...
    Go to citation Crossref Google Scholar
  179. Package graphic design and communication across cultures: An investiga...
    Go to citation Crossref Google Scholar
  180. Organic consumerism: A comparison between India and the USA
    Go to citation Crossref Google Scholar
  181. Local versus global food consumption: the role of brand authenticity
    Go to citation Crossref Google Scholar
  182. Ethnic Identity Impact on Consumers’ Ethnocentric Tendencies: The Mode...
    Go to citation Crossref Google Scholar
  183. The Impacts of the Perceived Golf Course Brand Globalness on Customer ...
    Go to citation Crossref Google Scholar
  184. Drivers of brand credibility in consumer evaluation of global brands a...
    Go to citation Crossref Google Scholar
  185. Taste vs. Values: Effective, Authentic, and Nuanced Hyperlocalization ...
    Go to citation Crossref Google Scholar
  186. Introduction
    Go to citation Crossref Google Scholar
  187. Theoretical Perspectives
    Go to citation Crossref Google Scholar
  188. Foreign Language Display
    Go to citation Crossref Google Scholar
  189. English as a Global Language
    Go to citation Crossref Google Scholar
  190. Ethnic Language
    Go to citation Crossref Google Scholar
  191. Extensions and Complexities
    Go to citation Crossref Google Scholar
  192. Conclusions and Implications
    Go to citation Crossref Google Scholar
  193. Going It Alone: The Single, Unmarried, Unpartnered, Childless Woman Ph...
    Go to citation Crossref Google Scholar
  194. Global Brand Perception Based on Social Prestige, Credibility and Soci...
    Go to citation Crossref Google Scholar
  195. Internationales Marketing
    Go to citation Crossref Google Scholar
  196. The Impact of Global Labour Standards on Export Performance
    Go to citation Crossref Google Scholar
  197. Assessing the Role of Positioning Strategy on Market Performance of So...
    Go to citation Crossref Google Scholar
  198. The Impact of Perceived Brand Globalness on Consumers’ Purchase Intent...
    Go to citation Crossref Google Scholar
  199. What drives Kuwaiti consumers to purchase luxury brands?
    Go to citation Crossref Google Scholar
  200. Systematic Literature Review on Global Strategy
    Go to citation Crossref Google Scholar
  201. How global brands incorporate local cultural elements to improve brand...
    Go to citation Crossref Google Scholar
  202. Local, global and glocal consumer brand relationships
    Go to citation Crossref Google Scholar
  203. On the Interplay Between Consumer Dispositions and Perceived Brand Glo...
    Go to citation Crossref Google Scholar
  204. An Analysis of Emerging Patterns of Consumption in the Age of Globaliz...
    Go to citation Crossref Google Scholar
  205. A Critical Review of the Value Concept in the International Marketing ...
    Go to citation Crossref Google Scholar
  206. The relational value of perceived brand globalness and localness
    Go to citation Crossref Google Scholar
  207. Modeling the role of consumer xenocentrism in impacting preferences fo...
    Go to citation Crossref Google Scholar
  208. Stereotyping global brands: Is warmth more important than competence?
    Go to citation Crossref Google Scholar
  209. The research content, characteristics and future trend of Chinese cult...
    Go to citation Crossref Google Scholar
  210. “Average-Sized” Models Do Sell, But What About in East Asia? A Cross-C...
    Go to citation Crossref Google Scholar
  211. Segmenting Consumers Based on Their Evaluation of Local, Global and Gl...
    Go to citation Crossref Google Scholar
  212. When face meets globalization
    Go to citation Crossref Google Scholar
  213. Are global brands trustworthy?
    Go to citation Crossref Google Scholar
  214. Cues for shaping purchase of local retail apparel clothing brands in a...
    Go to citation Crossref Google Scholar
  215. Airline service quality and visual communication
    Go to citation Crossref Google Scholar
  216. Positioning strategies of high-tech products: cross-cultural moderatin...
    Go to citation Crossref Google Scholar
  217. Global vs. local: lifestyle and consumption behaviour among the urban ...
    Go to citation Crossref Google Scholar
  218. Multifaceted acculturation in multiethnic settings
    Go to citation Crossref Google Scholar
  219. Global and local brand stereotypes: formation, content transfer, and i...
    Go to citation Crossref Google Scholar
  220. Beyond reach: an extended model of global brand effects
    Go to citation Crossref Google Scholar
  221. Towards a framework for understanding ethnic consumers’ acculturation ...
    Go to citation Crossref Google Scholar
  222. Global-local consumer identities as drivers of global digital brand us...
    Go to citation Crossref Google Scholar
  223. Balancing territorial identities
    Go to citation Crossref Google Scholar
  224. Effects of the dimensions of ethnocentrism on consumer ethnocentrism
    Go to citation Crossref Google Scholar
  225. Disasters, hope and globalization: exploring self-identification with ...
    Go to citation Crossref Google Scholar
  226. Comment on “Consumer cultural identity…”: global citizenship and react...
    Go to citation Crossref Google Scholar
  227. Internationalising cultural products: the Ouroboros strategy and the c...
    Go to citation Crossref Google Scholar
  228. Enhancing Consumer Attitude Toward Culturally Mixed Symbolic Products ...
    Go to citation Crossref Google Scholar
  229. Luxury cars Made-in-China: Consequences for brand positioning
    Go to citation Crossref Google Scholar
  230. The Effects of Retail Banner Standardization on the Performance of Glo...
    Go to citation Crossref Google Scholar
  231. U.S. Consumers’ Perception of Asian Brands’ Cultural Authenticity and ...
    Go to citation Crossref Google Scholar
  232. Go local or go global: how local brands promote buying impulsivity
    Go to citation Crossref Google Scholar
  233. Brand cultural symbolism, brand authenticity, and consumer well-being:...
    Go to citation Crossref Google Scholar
  234. Visual Vernaculars Across Emerging Markets Inter-Cultural Perception o...
    Go to citation Crossref Google Scholar
  235. Epilogue on global consumer culture: epistemology and ontology
    Go to citation Crossref Google Scholar
  236. Global consumer culture: epistemology and ontology
    Go to citation Crossref Google Scholar
  237. Fairy tales of global consumer culture in a polarizing world
    Go to citation Crossref Google Scholar
  238. Reflections on global brands, global consumer culture and globalizatio...
    Go to citation Crossref Google Scholar
  239. The uncertain future of globalization
    Go to citation Crossref Google Scholar
  240. Cosmopolitanism, Materialism, Consumer Ethnocentrism and Consumer Beha...
    Go to citation Crossref Google Scholar
  241. Determinants of green product buying decision among young consumers in...
    Go to citation Crossref Google Scholar
  242. Country-of-origin and brand positioning for health care services
    Go to citation Crossref Google Scholar
  243. Developing-Economy preferences for imported organic food products
    Go to citation Crossref Google Scholar
  244. Consumer ethnocentrism in developing countries
    Go to citation Crossref Google Scholar
  245. Consumer Multicultural Identity Affiliation: Reassessing identity segm...
    Go to citation Crossref Google Scholar
  246. Brand Positioning Based on Brand Image–Country Image Fit
    Go to citation Crossref Google Scholar
  247. Global convergence of consumer spending: Conceptualization and proposi...
    Go to citation Crossref Google Scholar
  248. Beyond country image favorability: How brand positioning via country p...
    Go to citation Crossref Google Scholar
  249. A cross-cultural study of staying reasons of American brands
    Go to citation Crossref Google Scholar
  250. Global Versus Local Consumer Culture: Theory, Measurement, and Future ...
    Go to citation Crossref Google Scholar
  251. Determinants of brand localization in international markets
    Go to citation Crossref Google Scholar
  252. Antecedents and consequences of virtual customer co-creation behaviour...
    Go to citation Crossref Google Scholar
  253. Design and Global Culture
    Go to citation Crossref Google Scholar
  254. Product Design Research: A Review
    Go to citation Crossref Google Scholar
  255. The Soft-Selling of World-Class Education
    Go to citation Crossref Google Scholar
  256. Research in marketing strategy
    Go to citation Crossref Google Scholar
  257. Exploring the Role of Culture in Advertising: Resolving Persistent Iss...
    Go to citation Crossref Google Scholar
  258. Narrative Strategies for Brand Positioning
    Go to citation Crossref Google Scholar
  259. Brand Prestige and the Mediating Role of Word of Mouth in the Fast Foo...
    Go to citation Crossref Google Scholar
  260. Relationship among Susceptibility to Global Consumer Culture, Image, B...
    Go to citation Crossref Google Scholar
  261. Global identity, perceptions of luxury value and consumer purchase int...
    Go to citation Crossref Google Scholar
  262. Linking marketing mix elements to passion-driven behavior toward a bra...
    Go to citation Crossref Google Scholar
  263. A study on the application of the experience economy to luxury cruise ...
    Go to citation Crossref Google Scholar
  264. Understanding first-class passengers' luxury value perceptions in the ...
    Go to citation Crossref Google Scholar
  265. How do consumers from developed regions evaluate global brands from em...
    Go to citation Crossref Google Scholar
  266. Social Media Ties Strategy in International Branding: An Application o...
    Go to citation Crossref Google Scholar
  267. Modeling brand market share change in emerging markets
    Go to citation Crossref Google Scholar
  268. Are Millennials a Global Cohort? Evidence from the Luxury Goods Sector
    Go to citation Crossref Google Scholar
  269. Antecedents and outcomes of brand love: utilitarian and symbolic brand...
    Go to citation Crossref Google Scholar
  270. An integrated model of luxury fashion consumption: perspective from a ...
    Go to citation Crossref Google Scholar
  271. Consumers and Brands across the Globe: Research Synthesis and New Dire...
    Go to citation Crossref Google Scholar
  272. Employing fuzzy ANP for ranking the personality of international brand...
    Go to citation Crossref Google Scholar
  273. Luxury shopping orientations of mainland Chinese tourists in Hong Kong...
    Go to citation Crossref Google Scholar
  274. A study of brand prestige in the casino industry: The moderating role ...
    Go to citation Crossref Google Scholar
  275. Global Brands and Cosmopolitanism: Building Cosmopolitan Attitudes Thr...
    Go to citation Crossref Google Scholar
  276. Globalization, national identity, biculturalism and consumer behavior:...
    Go to citation Crossref Google Scholar
  277. Is Multi-Ethnic Advertising a globally viable strategy for a Western l...
    Go to citation Crossref Google Scholar
  278. Cultural and identity antecedents of market mavenism: Comparing Chines...
    Go to citation Crossref Google Scholar
  279. Cross-cultural characteristics of international marketing communicatio...
    Go to citation Crossref Google Scholar
  280. Cross‐country differences in consumer cosmopolitanism and ethnocentris...
    Go to citation Crossref Google Scholar
  281. Perceived Influential Aspects of TV Advertising
    Go to citation Crossref Google Scholar
  282. Positioning Multicountry Brands: The Impact of Variation in Cultural V...
    Go to citation Crossref Google Scholar
  283. Exploring local vs global brand associations in an emerging market usi...
    Go to citation Crossref Google Scholar
  284. Inconsistencies in the behavioural effects of consumer ethnocentrism
    Go to citation Crossref Google Scholar
  285. Chinese hotel guest perception of international chain hotels under the...
    Go to citation Crossref Google Scholar
  286. Young Asians’ imagination of social distinction
    Go to citation Crossref Google Scholar
  287. Phonology of brand naming
    Go to citation Crossref Google Scholar
  288. Eastern versus Western Culture Pricing Strategy: Superstition, Lucky N...
    Go to citation Crossref Google Scholar
  289. Predisposition towards foreign brands and materialism: a quantitative ...
    Go to citation Crossref Google Scholar
  290. “Branding Men”: Exploring Men, Masculinity and Thai Alcohol Brands in ...
    Go to citation Crossref Google Scholar
  291. The «4Cs» of cultural diversity in consumer research: a literature rev...
    Go to citation Crossref Google Scholar
  292. How Product Category Shapes Preferences toward Global and Local Brands...
    Go to citation Crossref Google Scholar
  293. Global identity strategy and its efficacy for Asian brands
    Go to citation Crossref Google Scholar
  294. Here, there and everywhere: a study of consumer centrism
    Go to citation Crossref Google Scholar
  295. Development and Quality of Life in Turkey...
    Go to citation Crossref Google Scholar
  296. Does Being Perceived as Global Pay Off? An Analysis of Leading Foreign...
    Go to citation Crossref Google Scholar
  297. Exploring Luxury Value Perceptions in China...
    Go to citation Crossref Google Scholar
  298. ECONOMIC EVOLUTION IN CHINA ECOLOGICALLY FRAGILE REGIONS
    Go to citation Crossref Google Scholar
  299. The Influence of Regulatory Focus on Global Consumption Orientation an...
    Go to citation Crossref Google Scholar
  300. Impact of symbolic product design on brand evaluations
    Go to citation Crossref Google Scholar
  301. Experience the “ambience”
    Go to citation Crossref Google Scholar
  302. Brand analysis of global and local banks in India: a study of young co...
    Go to citation Crossref Google Scholar
  303. Brands, love and family
    Go to citation Crossref Google Scholar
  304. A Taxonomy and Review of Positive Consumer Dispositions toward Foreign...
    Go to citation Crossref Google Scholar
  305. Cultural technology
    Go to citation Crossref Google Scholar
  306. Materialism, Impulse Buying and Conspicuous Consumption: A Qualitative...
    Go to citation Crossref Google Scholar
  307. Which cues cause consumers to perceive brands as more global? A conjoi...
    Go to citation Crossref Google Scholar
  308. Global Brand Attitude, Perceived Value, Consumer Affinity, and Purchas...
    Go to citation Crossref Google Scholar
  309. Marketing communications in a post-modern world
    Go to citation Crossref Google Scholar
  310. The role of functional and symbolic brand associations on brand loyalt...
    Go to citation Crossref Google Scholar
  311. Regions and archipelagos of consumer culture...
    Go to citation Crossref Google Scholar
  312. Perceived Brand Differentiation
    Go to citation Crossref Google Scholar
  313. The moderating effect of social capital and cosmopolitanism on marketi...
    Go to citation Crossref Google Scholar
  314. Localising the packaging of foreign food brands: a case of Muslim cons...
    Go to citation Crossref Google Scholar
  315. The role of cultural capital in creating “glocal” brand relationships
    Go to citation Crossref Google Scholar
  316. Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanis...
    Go to citation Crossref Google Scholar
  317. Cross-National Applicability of a Parsimonious Measure of Acculturatio...
    Go to citation Crossref Google ScholarPub Med
  318. Hotel brand portfolio strategy
    Go to citation Crossref Google Scholar
  319. Consumer values of corporate and celebrity brand associations
    Go to citation Crossref Google Scholar
  320. Food advertising as a mirror of intercultural differences: the case of...
    Go to citation Crossref Google Scholar
  321. Branding from emerging countries: how to compete internationally?
    Go to citation Crossref Google Scholar
  322. An Extended Model of Preference Formation between Global and Local Bra...
    Go to citation Crossref Google Scholar
  323. Global brands or local heroes?: evidence from the Spanish beer market
    Go to citation Crossref Google Scholar
  324. Adaptation
    Go to citation Crossref Google Scholar
  325. Marketing Communication Strategies and Consumer Financial Decision Mak...
    Go to citation Crossref Google Scholar
  326. Market and brand-oriented schools of positioning
    Go to citation Crossref Google Scholar
  327. Küresel Tüketici Kültürü Kavramıyla Birlikte Değişen Pazar Bölümlendir...
    Go to citation Crossref Google Scholar
  328. Impact of firm ' s reputation and ethnocentrism on attitude t...
    Go to citation Crossref Google Scholar
  329. Receptivity of young Chinese to American and global brands: psychologi...
    Go to citation Crossref Google Scholar
  330. Global vs local brands: how home country bias and price differences im...
    Go to citation Crossref Google Scholar
  331. The Role of Brand Trust in Male Customers' Relationship to Luxury Bran...
    Go to citation Crossref Google ScholarPub Med
  332. Research Methods for International Advertising Studies
    Go to citation Crossref Google Scholar
  333. A Close Look at Research on Sex Appeal Advertising
    Go to citation Crossref Google Scholar
  334. How global brands create firm value: the 4V model
    Go to citation Crossref Google Scholar
  335. The Complexity of Context: A Service Ecosystems Approach for Internati...
    Go to citation Crossref Google Scholar
  336. Nigeria in transition: acculturation to global consumer culture
    Go to citation Crossref Google Scholar
  337. “Wow! It's cool”: the meaning of coolness in marketing
    Go to citation Crossref Google Scholar
  338. Parental financial role modelling and fiscal behaviour of young home l...
    Go to citation Crossref Google Scholar
  339. Fitting International Segmentation for Emerging Markets: Conceptual De...
    Go to citation Crossref Google Scholar
  340. Living in a Global World: Influence of Consumer Global Orientation on ...
    Go to citation Crossref Google Scholar
  341. Image, place and nostalgia in hospitality branding and marketing
    Go to citation Crossref Google Scholar
  342. The challenges of Nigerian agricultural firms in implementing the mark...
    Go to citation Crossref Google Scholar
  343. Evolution Patterns of Apparel Brands in Asian Countries...
    Go to citation Crossref Google Scholar
  344. The Billboardization of Metro Manila
    Go to citation Crossref Google Scholar
  345. The Effects of Perceived Brand Globalness and Perceived Brand Localnes...
    Go to citation Crossref Google Scholar
  346. Influences of culture and market convergence on the international adve...
    Go to citation Crossref Google Scholar
  347. Religious beliefs and consumer behaviour: from loyalty to boycotts
    Go to citation Crossref Google Scholar
  348. The Interplay between Global and Local Brands: A Closer Look at Percei...
    Go to citation Crossref Google Scholar
  349. Responsiveness to Global and Local Consumer Culture Positioning: A Per...
    Go to citation Crossref Google Scholar
  350. The impact of globalization on consumer acculturation
    Go to citation Crossref Google Scholar
  351. Enliven corporate brands in Chinese
    Go to citation Crossref Google Scholar
  352. Can China overcome the difficulties of establishing successful global ...
    Go to citation Crossref Google Scholar
  353. Perceived brand globalness in emerging markets and the moderating role...
    Go to citation Crossref Google Scholar
  354. An international branding strategy based on a case study of a Taiwanes...
    Go to citation Crossref Google Scholar
  355. Consumer World-Mindedness and Attitudes toward Product Positioning in ...
    Go to citation Crossref Google Scholar
  356. The rate of penetration by multinationals into emerging markets: evide...
    Go to citation Crossref Google Scholar
  357. Reciprocal transfer effects for brand extensions of global or local or...
    Go to citation Crossref Google Scholar
  358. Consumer‐based brand equity and status‐seeking motivation for a global...
    Go to citation Crossref Google Scholar
  359. A Cross-Cultural Examination of Corporate Social Responsibility Market...
    Go to citation Crossref Google Scholar
  360. Consumers’ Emotional Bonds with Foreign Countries: Does Consumer Affin...
    Go to citation Crossref Google Scholar
  361. Can We Establish Consumer Cultural Positioning Through Print Advertisi...
    Go to citation Crossref Google Scholar
  362. A dynamic framework for understanding cross‐national segmentation
    Go to citation Crossref Google Scholar
  363. Regional Success Factor Model
    Go to citation Crossref Google Scholar
  364. A longitudinal examination of positioning strategies in a liberalized ...
    Go to citation Crossref Google Scholar
  365. Global Marketing Strategy
    Go to citation Crossref Google Scholar
  366. Consumer Aspects of International Marketing
    Go to citation Crossref Google Scholar
  367. A Global Investigation into the Constellation of Consumer Attitudes to...
    Go to citation Crossref Google Scholar
  368. Globally Integrated Marketing Communications
    Go to citation Crossref Google Scholar
  369. International Advertising – is there Still a Standardization Versus Lo...
    Go to citation Crossref Google Scholar
  370. The effectiveness of female nudity in advertising in three European co...
    Go to citation Crossref Google Scholar
  371. Global marketing strategy: past, present, and future
    Go to citation Crossref Google Scholar
  372. Cross-Cultural Differences in the Effect of Received Word-of-Mouth Ref...
    Go to citation Crossref Google Scholar
  373. Global Brands in the United States: How Consumer Ethnicity Mediates th...
    Go to citation Crossref Google Scholar
  374. American Symbolism in Intercultural Communication: An Animosity/Ethnoc...
    Go to citation Crossref Google Scholar
  375. The differential roles of brand credibility and brand prestige in cons...
    Go to citation Crossref Google Scholar
  376. Measuring Soft-Sell Versus Hard-Sell Advertising Appeals
    Go to citation Crossref Google Scholar
  377. Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell ...
    Go to citation Crossref Google Scholar
  378. Is Customer Participation in Value Creation a Double-Edged Sword? Evid...
    Go to citation Crossref Google Scholar
  379. Non-local or local brands? A multi-level investigation into confidence...
    Go to citation Crossref Google Scholar
  380. Effectiveness of global advertisement on culture of India: an emerging...
    Go to citation Crossref Google Scholar
  381. Global Integration of Brands and New Product Development at General Mo...
    Go to citation Crossref Google Scholar
  382. Technology readiness and usage: a global-identity perspective
    Go to citation Crossref Google Scholar
  383. Marketing strategy antecedents of value adding by foreign subsidiaries
    Go to citation Crossref Google Scholar
  384. How we communicate about cultures
    Go to citation Crossref Google Scholar
  385. Cosmopolitanism, Consumer Ethnocentrism, and Materialism: An Eight-Cou...
    Go to citation Crossref Google Scholar
  386. Global Brand Purchase Likelihood: A Critical Synthesis and an Integrat...
    Go to citation Crossref Google Scholar
  387. Cognitive and Affective Reactions of U.S. Consumers to Global Brands
    Go to citation Crossref Google Scholar
  388. Branded Products as a Passport to Global Citizenship: Perspectives fro...
    Go to citation Crossref Google Scholar
  389. Exploring the influence of product conspicuousness and social complian...
    Go to citation Crossref Google Scholar
  390. The Consumer Affinity Construct: Conceptualization, Qualitative Invest...
    Go to citation Crossref Google Scholar
  391. The resource matching foundations of competitive advantage
    Go to citation Crossref Google Scholar
  392. Brand analysis of a US global brand in comparison with domestic brands...
    Go to citation Crossref Google Scholar
  393. A categorization approach to analyzing the global consumer culture deb...
    Go to citation Crossref Google Scholar
  394. Foundations for building share of heart in global brands
    Go to citation Crossref Google Scholar
  395. Susceptibility to global consumer culture: A three‐dimensional scale
    Go to citation Crossref Google Scholar
  396. The Match-up of Product Fashionability and Model Attractiveness Type
    Go to citation Crossref Google Scholar
  397. Value adding in foreign markets
    Go to citation Crossref Google Scholar
  398. Do consumers perceive differences among national brands, international...
    Go to citation Crossref Google Scholar
  399. Cross‐cultural advertising research: where we have been and where we n...
    Go to citation Crossref Google Scholar
  400. International advertising strategy: the standardisation question in ma...
    Go to citation Crossref Google Scholar
  401. Positioning strategies of international and multicultural‐oriented ser...
    Go to citation Crossref Google Scholar
  402. Asian brands without borders: regional opportunities and challenges
    Go to citation Crossref Google Scholar
  403. Revisiting Word-of-Mouth Communications: A Cross-National Exploration
    Go to citation Crossref Google Scholar
  404. Understanding international branding: defining the domain and reviewin...
    Go to citation Crossref Google Scholar
  405. A content analysis of advertising in a global magazine across seven co...
    Go to citation Crossref Google Scholar
  406. Business scope and competitive differentiation: a study of strategy co...
    Go to citation Crossref Google Scholar
  407. The role of product type and country-of-origin in decisions about choi...
    Go to citation Crossref Google Scholar
  408. Beyond national culture: implications of cultural dynamics for consume...
    Go to citation Crossref Google Scholar
  409. The impact of Sino‐western cultural differences on IT products consump...
    Go to citation Crossref Google Scholar
  410. Brands as Signals: A Cross-Country Validation Study
    Go to citation Crossref Google Scholar
  411. Local Branding in a Foreign Product Category in an Emerging Market
    Go to citation Crossref Google Scholar
  412. Our ads 'R US: an exploratory content analysis of American advertiseme...
    Go to citation Crossref Google Scholar
  413. Executive Insights: Exploring the Practical Effects of Country of Orig...
    Go to citation Crossref Google Scholar
  414. Literaturverzeichnis
    Go to citation Crossref Google Scholar
  415. Executive Insights: Real Differences between Local and International B...
    Go to citation Crossref Google Scholar
  416. Consumer ethnocentrism and willingness to buy domestic products in a d...
    Go to citation Crossref Google Scholar
  417. Service Quality Perceptions and Customer Satisfaction: Evaluating the ...
    Go to citation Crossref Google Scholar
  418. Positioning strategies and incidence of congruence of two UK store car...
    Go to citation Crossref Google Scholar
  419. Comparing the effectiveness of fixed and discounted prices in the US a...
    Go to citation Crossref Google Scholar
  420. The dynamics of store hour changes and consumption behavior
    Go to citation Crossref Google Scholar
  421. Symbolic Value of Foreign Products in the People's Republic of China
    Go to citation Crossref Google Scholar
  422. Identifying Brand Image Dimensionality and Measuring the Degree of Bra...
    Go to citation Crossref Google Scholar
  423. Technology as an Enabler of the Global Branding of Retail Financial Se...
    Go to citation Crossref Google Scholar
  424. Executive Insights: The Impact of Linguistic Differences on Internatio...
    Go to citation Crossref Google Scholar
  425. Executive Insights: The Global Network Communications Agency
    Go to citation Crossref Google Scholar
  426. Executive Insights: Integrating Branding Strategy across Markets: Buil...
    Go to citation Crossref Google Scholar
  427. Does Vanity Describe Other Cultures? A Cross-Cultural Examination of t...
    Go to citation Crossref Google Scholar
  428. The role of national culture in international marketing research
    Go to citation Crossref Google Scholar
  429. Advertising vs sales promotion: a brand management perspective
    Go to citation Crossref Google Scholar
  430. The multicultural context of brand loyalty
    Go to citation Crossref Google Scholar
  431. A Cross-National Investigation into the Individual and National Cultur...
    Go to citation Crossref Google Scholar
  432. International Market Segmentation Based on Consumer–Product Relations
    Go to citation Crossref Google Scholar
  433. Market orientation and performance in low-income countries: The case o...
    Go to citation Crossref Google Scholar
  434. Consumption and Environmental Degradation: A Long-Term View
    Go to citation Crossref Google Scholar

Figures and tables

Figures & Media

Tables

View Options

Get access

Access options

If you have access to journal content via a personal subscription, university, library, employer or society, select from the options below:

AMA members can access this journal content using society membership credentials.

MEMBERSHIP LOGIN

AMA members can access this journal content using society membership credentials.

MEMBERSHIP LOGIN

Alternatively, view purchase options below:

Purchase 24 hour online access to view and download content.

Subscribe to this journal

Access journal content via a DeepDyve subscription or find out more about this option.

Start 2 week free trial
Need help?

View options

PDF/ePub

View PDF/ePub

Full Text

View Full Text
View full text|Download PDF

Also from Sage