Brand positioning through advertising in Asia, North America, and Europe: the role of global consumer culture (original) (raw)

New Brand Positioning and Pricing in an Oligopolistic Market

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Research in Marketing

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Consumer Culture Theory Twenty Years of Research

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The Role of Marketing

Journal of Marketing, 1999

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International Market Segmentation Based on Consumer-Product Relations

Journal of Marketing Research, 1999

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Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Journal of Marketing, 1993

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A Multi-Country Examination of Hard-Sell and Soft-Sell Advertising: Comparing Global Consumer Positioning in Holistic- and Analytic-Thinking Cultures

Journal of Advertising Research, 2014

For decades, scholars have debated the growth of segments of consumers around the world who share similar needs and tastes . There is ample empirical evidence to support the existence of global consumers who show similarities in consumption behaviors-shared practices that, in part, are attributable to accelerating globalization van Ittersum and Wong, 2010). The growth of global consumer segments has coincided with the emergence of global consumer culturesgenerally accepted beliefs and consumer tendencies toward globally shared consumption-related symbols, such as brands, product categories, and consumption activities .