Articlegreen1999

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

Dana L. Alden · Jan‐Benedict E.M. Steenkamp · Rajeev Batra

1,012 citations0/0 files storedJournal of Marketing

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

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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References

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Cited by

1999A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness 2010Is Customer Participation in Value Creation a Double-Edged Sword? Evidence from Professional Financial Services Across Cultures 2000The measurement and dimensionality of brand associations 2001The role of national culture in international marketing research 2005Brands as Signals: A Cross-Country Validation Study

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