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
Sources
Abstract
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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#1Stanford A. Westjohn (UT: University of Toledo)H-Index: 16
#2Nitish Singh (SLU: Saint Louis University)H-Index: 27
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Marketers have increasingly employed positioning strategies to appeal to either global or local consumer cultures. However, little is known about the characteristics of consumers most likely to respond to such positioning. The authors find that the collective identities of global and national identification are strongly related to responsiveness to global and local consumer culture positioning (GCCP and LCCP, respectively). The results also show that personality predisposes people to adopt colle...
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#1Jan-Benedict E.M. Steenkamp (UNC: University of North Carolina at Chapel Hill)H-Index: 78
#2Martijn G. de Jong (EUR: Erasmus University Rotterdam)H-Index: 13
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#2Rebecca Walker Naylor (OSU: Ohio State University)H-Index: 6
Last. Rajagopal Raghunathan (University of Texas at Austin)H-Index: 18
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Abstract Manufacturers are increasingly producing and promoting sustainable products (i.e., products that have a positive social and/or environmental impact). However, relatively little is known about how product sustainability affects consumers' preferences. The authors propose that sustainability may not always be an asset, even if most consumers care about social and environmental issues. The degree to which sustainability enhances preference depends on the type of benefit consumers most valu...
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#1Dana L. Alden (College of Business Administration)H-Index: 28
#2Jan-Benedict E.M. Steenkamp (UNC: University of North Carolina at Chapel Hill)H-Index: 78
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Abstract This study examines relationships between a new measure of consumer attitudes toward consumption alternatives resulting from market globalization, several attitudinal antecedents (materialism, susceptibility to normative influence and consumer ethnocentrism), and a hypothesized consequence of these attitudes 鈥 preference for global brands. Following validation of the new measure in three culturally distinct markets, South Korea, the US, and China, the hypothesized antecedents and conseq...
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#1Alan M. RugmanH-Index: 75
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Multinational enterprises (MNEs) are the key drivers of globalization, as they foster increased economic interdependence among national markets. The ultimate test to assess whether these MNEs are global themselves is their actual penetration level of markets across the globe, especially in the broad 鈥榯riad鈥 markets of NAFTA, the European Union and Asia. Yet, data on the activities of the 500 largest MNEs reveal that very few are successful globally. For 320 of the 380 firms for which geographic ...
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