Construct · 1 fields · 1 citations

global consumer culture positioning: a standalone construct

One name. One construct. A landmark on the map.

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International marketing

positioning a brand as a symbol of a shared global consumer culture rather than a local or foreign one.

In international marketing, global consumer culture positioning refers to positioning a brand as a symbol of a shared global consumer culture rather than a local or foreign one. This meaning comes from Alden (1999) in Journal of Marketing.[1]

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Nearby constructs

consumption3 fields · 5 citationsjingle · one word, three constructs culture4 fields · 9 citationsjingle · one word, four constructs positioning4 fields · 4 citationsjingle · one word, four constructs

References

Alden, D. L., Steenkamp, J. E. M., & Batra, R. (1999). Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture. Journal of Marketing, 63(1), 75-87. https://doi.org/10.1177/002224299906300106

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