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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.

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Published In

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

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© 1999 American Marketing Association.
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Authors

Affiliations

Dana L. Alden
Department of Marketing, College of Business Administration, University of Hawaii at Manoa.
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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.
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Rajeev Batra
School of Business Administration, University of Michigan.
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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.

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