The DOI matches its Crossref record; 121 of the 121 references it cites were found in a registry or an index.
A Cultural Approach to Branding in the Global Marketplace
Abstract
International marketing's commitment to a technical and universalizing approach to solving managerial problems has meant that researchers have adopted an ethnocentric approach to branding. This is becoming problematic as the global marketplace develops. The authors argue that to meet the theoretical and methodological challenges of global branding, international marketing scholars will need to revise some key premises and foundations. Branding research in the future will need to be contextually and historically grounded, polycentric in orientation, and acutely attuned to the symbolic significance of brands of all types. The authors offer some conceptual foundations for a culturally relative, contextually sensitive approach to international branding in which the construct of brand mythology is central.
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Cites
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Cited by
Managing Brands in the Social Media Environment
Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2013.09.004 · Cited by 911
Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions
Steenkamp, J.-B. E. M. (2019) · Journal of International Marketing · doi:10.1177/1069031x18811289 · Cited by 266
Metadata
- Authors
- Cayla, J., & Arnould, E. J.
- Venue
- Journal of International Marketing
- Publisher
- SAGE Publications
- Published
- 2008-12
- Volume
- 16
- Issue
- 4
- Pages
- 86-112
- ISSN
- 1069-031X (ISSN-L)
- 1547-7215
- OpenAlex
- W1967228141
- Cited by
- 279
- References
- 121
- FWCI
- 24.99
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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