Subject Index
 

This paper explores globalisation from a marketing - and particularly brand management - perspective. The Fusion Model it elaborates distinguishes three different types of brands according to their he ...

Previous research on ethnocentrism and lifestyle has focused on attitudinal segmentation. However, consumer attitudes may not always be consistent with the actual purchasing decision. Since behavioura ...

Given the past and current migration of many populations, a significant and growing global marketing opportunity exists for products where the national identity or country of origin can be used as pos ...

Globalization trends and regional integration in Latin America have brought major pressure to define which national assets are unique and, therefore, how a country, its people and its economic profile ...

Many experienced companies realize that Asia is not one market but rather consists of multiple markets. However, while companies focus on tailoring products and brands for local consumers, they are ov ...

Anti-globalisation thinking is strong across Europe, especially in France and Germany. This paper explores how anti-globalisation thinking affects younger consumers, an important market for brand owne ...

This article uses the Anholt Nation Brands Index to measure the power and appeal of America's brand image by surveying 10,000 consumers in 10 countries on their perceptions of America's cultural, poli ...

Elliot Polak, CEO of Text Appeal, argues that a better understanding of one’s global brand’s origin and values will lead to more effective global marketing. He reviews the character of US brands (conv ...

Whereas most recent country-of-origin (COO) research has focused on multi-cue designs to overcome weaknesses associated with single-cue models by incorporating both extrinsic and intrinsic cues other ...

In this perceptive article, Anholt examines the changing status of brand America and how its once desirable image and values have become tarnished in the eyes of the world outside the US. Only time wi ...

Studies from respected sources such as the Pew Global Attitude project have shown marked declines in positive attitude towards the United States. These negative attitudes, however, are directed more t ...

Although there are numerous studies related to country-of-origin (COO) effects, empirical findings are dispersed because of the limited coverage of the origins, brands and countries used for investiga ...

Discusses the growth of anti-American feeling, and whether it is a real trend that marketers need to take into account. The study reported combined desk research, qualitative expert interviews, group ...

Tom Woodnutt and Fiona Jack contend that opinions of America are at an all-time low. So what are the implications for American brands? This paper discusses research in the UK amongst consumers, plan ...

The present study examines the extent to which American consumers' political attitudes translate into their economic preferences in the post-September 11 climate. Specifically, nationalism, patriotism ...

The hypothesis of this paper is that consumer’s attitudes and behaviors toward global and local brands are integrated into the same dynamic process that gives origin to acceptance and rejection of glo ...

James Murphy argues that the attainability of trust is becoming harder for brands, in an era when consumers are more knowledgeable and cynical. He suggests that it may be time to reassess the concept ...

Bella Thomas' analysis of western TV sheds some long-standing myths and has definite implications for marketers. Drawing on a range of different studies, she argues that as a country becomes more pros ...

Chris Powell criticises the UK for not being better at projecting a positive image of 'brand Britain' abroad. It is vital, he argues, to promote the nation better in order to boost the standing of its ...

Simon Anholt believes that consumers do not want brands without heritage, but any heritage will have an influence on their perceptions of a brand. He argues that 'brand America' no longer carries the ...

Allyson L. Stewart-Allen warns that although the UK and US have a common language we do not have a common approach to marketing. She gives pointers to successful marketing in the US:- (1) Americans a ...

Given the events of September 11, 2001, stating or implying that it is patriotic to purchase from a particular advertiser involves an obvious trade-off. On one hand lurks the possibility of criticism ...

How are young people in eastern Europe adapting to growing up in a society characterised by increasing consumer capitalism and exposure to western brands and advertising? This article, which summaris ...

This paper examines the recent changes with respect to Spain's image in Latin America, related to its prominent position as foreign investor in the region. The interest of this topic lies in several a ...

As the world transits from offline to online, the market scenario is also changing rapidly. There are huge investments being made in the new economy, the competition is immense, and the target potenti ...

Argues that associations with an appropriate country of origin can add considerably to the equity of a global brand. To achieve this, the brand must `chime' with the opinion of the country already emb ...

In July 1997, Hong Kong was reunited with mainland China. This reunification has tremendous implications in the area of trade, investment and economic relations between the two countries. Hong Kong tr ...

The authors look at the growing Hispanic market in the USA, and conclude that it both mirrors many American psychological, sexual and behavioral trends, and sets new trends. This has implications not ...

The author, from People en Español, describes the Hispanic Opinion Tracker (HOT), a study of the Latino market. She discusses 'cultural relevance' as the key feature of succeeding with this market.

This paper examines a content analysis of 580 of Hong Kong's print advertisements for the period from 1946 to 1996, which was conducted using Cheng and Schweitzer's (1996) framework of cultural values ...