Global brand positioning and perceptions: international advertising and global consumer culture

Melissa Archpru Akaka and Dana L. Alden

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.

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...

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