Article2010

Global brand positioning and perceptions

183 citations0/0 files storedInternational Journal of Advertising

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies International Business and FDI

Abstract

Global consumer culture is recognised as a collection of common signs and symbols (e.g. brands) that are understood by significant numbers of consumers in urban markets around the world. International advertising is a powerful driving force of this evolving phenomenon. However, scholars have suggested that more comprehensive theoretical frameworks are needed to better understand international advertising in the global environment. Global consumer culture positioning (GCCP) and perceived brand globalness (PBG) represent two important constructs for studying international advertising in the context of global consumer culture. This review of GCCP and PBG highlights their past application and future potential for advancing international advertising theory, research and practice. It also sheds light on the long-standing standardisation versus adaptation debate.

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1983Culture's Consequences: International Differences in Work-Related Values.1990Disjuncture and Difference in the Global Cultural Economy 2005Consumer Culture Theory (CCT): Twenty Years of Research 1983THE GLOBALIZATION OF MARKETS 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods 1990Cosmopolitans and Locals in World Culture 2000Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries 2002How perceived brand globalness creates brand value

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