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Reflections on global brands, global consumer culture and globalization

Reflections on global brands, global consumer culture and globalization PurposeThe purpose of this paper is to explore global brands, global consumer culture (GCC) and globalization, and offers a thesis in line with Steenkamp (2019) regarding the world’s continued move toward greater integration.Design/methodology/approachThe study examines the three concepts articulated by Steenkamp (2019): global brands, GCC and globalization.FindingsGlobalization is often thought of as a necessary condition for the existence of global brands and GCC. However, global brands existed long before the transition toward an increasingly integrated world. Further, global branding is related to the development of GCC as an intermarket segment. The paper also highlights the absence of an operational definition for global brands and the overemphasis on consumer brands as the drivers of much of the research in global branding and GCC.Originality/valueThe paper offers a different perspective on the GCC phenomenon, and identifies new avenues for future research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Reflections on global brands, global consumer culture and globalization

Samiee, Saeed
International Marketing Review , Volume 36 (4): 9 – Jul 8, 2019
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-1335
DOI
10.1108/IMR-11-2018-0342
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to explore global brands, global consumer culture (GCC) and globalization, and offers a thesis in line with Steenkamp (2019) regarding the world’s continued move toward greater integration.Design/methodology/approachThe study examines the three concepts articulated by Steenkamp (2019): global brands, GCC and globalization.FindingsGlobalization is often thought of as a necessary condition for the existence of global brands and GCC. However, global brands existed long before the transition toward an increasingly integrated world. Further, global branding is related to the development of GCC as an intermarket segment. The paper also highlights the absence of an operational definition for global brands and the overemphasis on consumer brands as the drivers of much of the research in global branding and GCC.Originality/valueThe paper offers a different perspective on the GCC phenomenon, and identifies new avenues for future research.

Journal

International Marketing Review – Emerald Publishing

Published: Jul 8, 2019

References

  • Global brand positioning and perceptions: international advertising and global consumer culture
  • Brand positioning through advertising in Asia, North America, and Europe: the role of global consumer culture
  • Internationalization of Chinese entrepreneurial firms
  • Generic product strategies for emerging market exports into triad nation markets: a mimetic isomorphism approach
  • A bibliometric analysis of the global branding literature and a research agenda
  • Acculturation to the global consumer culture: scale development and research paradigm