Advancing global consumer culture research

Published on Jun 12, 2019in International Marketing Review5.326
路 DOI :10.1108/IMR-11-2018-0333
Peter R Magnusson31
Estimated H-index: 31
Stanford A. Westjohn16
Estimated H-index: 16
Purpose This paper provides a perspective to the article by Cleveland and Bartsch in this issue. The purpose of this paper is to focus on examining objective global brand performance data in four industries and discuss the practicality of global vs country-level marketing strategy. Design/methodology/approach Drawing on data from Euromonitor, the analysis evaluates global brand performance in four industries over the last decade. Findings In most industries, global brands are less dominant than what is often assumed. Originality/value This commentary aims to bring a new perspective to the global consumer culture discussion and may spur valuable future research on the topic.
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