Global brand positioning and perceptions:International advertising and global consumer culture
Melissa Archpru Akaka and Dana L. Alden
Shidler College of Business, University of Hawai‘i at Manoa
Global consumer culture is recognised as a collection of common signs and symbols (e.g. brands) that are understood by significant numbers of consumers in urban markets around the world. International advertising is a powerful driving force of this evolving phenomenon. However, scholars have suggested that more comprehensive theoretical frameworks are needed to better understand international advertising in the global environment. Global...