The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture
Open accessAbstract
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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Citations
Cites
Mehta, R., & Belk, R. W. (1991) · Journal of Consumer Research · doi:10.1086/208566 · Cited by 543
Cited by
Steenkamp, J.-B. E. M., ter Hofstede, F., & Wedel, M. (1999) · Journal of Marketing · doi:10.2307/1251945 · Cited by 1,282
Self-citationDoes culture explain acceptance of new products in a country?: An empirical investigation
Yeniyurt, S., & Townsend, J. D. (2003) · International Marketing Review · doi:10.1108/02651330310485153 · Cited by 302
Asian Brands and the Shaping of a Transnational Imagined Community
Cayla, J., & Eckhardt, G. M. (2008) · Journal of Consumer Research · doi:10.1086/587629 · Cited by 276
Graham Saunders, S. (2008) · Managing Service Quality: An International Journal · doi:10.1108/09604520810898820 · Cited by 28
Okazaki, S., Taylor, C. R., Vargas, P., & Henseler, J. (2019) · International Marketing Review · doi:10.1108/imr-04-2018-0158 · Cited by 26
Metadata
- Authors
- Alden, D. L., Steenkamp, J.-B. E. M., & Batra, R.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1999-01
- Volume
- 63
- Issue
- 1
- Pages
- 75-87
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2123944152
- Cited by
- 1,009
- References
- 1
- FWCI
- 41.02
- Type
- journal article
- Language
- en
- Open access
- green
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