Global Consumer Culture and Advertising Research - Taylor
2018年5月17日 · Global consumer culture theory, which has been defined as “a family of theoretical perspectives that address the dynamic relationships between consumer actions, the marketplace, and cultural meanings” (Arnould and Thompson 2002, p.868), has, indeed, taken hold in more advertising research.
advertising are more frequently employing global consumer culture theory in their research (Arnould and Thompson 2002). In spite of the advances that have taken place, there remains a need to advance theo-retical application in global advertising research beyond just isolated cultural dimensions in order to advance knowledge (Taylor 2010).
Consumer culture is produced by agents who work directly in the market economy as managers, marketers, and advertising “creatives;” by independent “brokers” who analyze and criticize consumer products; by cultural intermediaries such as media figures (e.g., movie and television stars, celebrity chefs, re...
Acculturaton to the global consumer culture: Scale development …
2007年3月1日 · This article focuses on the development and validation of a multidimensional scale for the measurement of acculturation to global consumer culture, and is part of a larger international study examining the complex interaction and contextual nature of local and global cultural influences on consumer behavior.
Global Consumer Culture and Advertising Research
2018年5月17日 · We investigate the moderating role of national openness to foreign markets on consumer responses (attitude to ad, brand and purchase intention) to different degrees of advertising adaptation in…
International or cross-cultural advertising research is increasingly adopting the theory of a global consumer culture. The idea of dynamic connections between consumer behavior, market dynamics, and cultural meanings is frequently studied.
Global brand positioning and perceptions: International advertising …
2010年1月1日 · Global consumer culture positioning (GCCP) and perceived brand globalness (PBG) represent two important constructs for studying international advertising in the context of global...
Global brand positioning and perceptions: International advertising …
2015年1月7日 · Global consumer culture positioning (GCCP) and perceived brand globalness (PBG) represent two important constructs for studying international advertising in the context of global consumer culture. This review of GCCP and PBG highlights their past application and future potential for advancing international advertising theory, research and practice.
(PDF) Attitudes Toward Global and Local Consumer Culture and …
2022年9月6日 · As attitudes toward GCC and LCC guide consumers' choice between global and local brands, the article addresses which brand meanings (functions) drive the choice and use of brands by consumers...
Reflections on global brands, global consumer culture and globalization ...
2019年2月26日 · The 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. The study examines the three concepts articulated by Steenkamp (2019): global brands, GCC and globalization.