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Reflections on defining global brands, fragmentation and segmentation, and the emergence of richer brandscapes

Reflections on defining global brands, fragmentation and segmentation, and the emergence of... The purpose of this paper is to present a response to papers written by Professors Samiee, Belk and Özsomer as commentary pieces on my original paper, “The uncertain future of globalization: implications for global consumer culture and global brands.”Design/methodology/approachThe paper is in the form of an essay.FindingsThe commentaries highlight many areas of agreement with the overall thrust of the original paper, and also pinpoint novel and important additional avenues for reflection and research.Originality/valueThe paper builds on the commentaries, identifying additional ways forward for the field. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Reflections on defining global brands, fragmentation and segmentation, and the emergence of richer brandscapes

International Marketing Review , Volume 36 (4): 3 – Aug 14, 2019

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References (6)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0265-1335
DOI
10.1108/imr-12-2018-0356
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to present a response to papers written by Professors Samiee, Belk and Özsomer as commentary pieces on my original paper, “The uncertain future of globalization: implications for global consumer culture and global brands.”Design/methodology/approachThe paper is in the form of an essay.FindingsThe commentaries highlight many areas of agreement with the overall thrust of the original paper, and also pinpoint novel and important additional avenues for reflection and research.Originality/valueThe paper builds on the commentaries, identifying additional ways forward for the field.

Journal

International Marketing ReviewEmerald Publishing

Published: Aug 14, 2019

Keywords: Global brands; Starbucks; Hybridization; Digital networked technologies; International market segmentation; Luckin Coffee

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