Consumers and brands across the globe: research synthesis and new directions

Name: Consumers and brands across the globe: research synthesis and new directions
Author: Gürhan-Canli, Z., Sarıal-Abi, G., Şanlı, Ceren Hayran

İsim	Consumers and brands across the globe: research synthesis and new directions
Yazar	Gürhan-Canli, Z., Sarıal-Abi, G., Şanlı, Ceren Hayran
Basım Tarihi:	2018-03
Basım Yeri	- American Marketing Association
Konu	Globalization, Global brands, Local brands, Culture
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1069-031X
Kayıt Numarası	caee2137-d050-48bc-9c92-50fb7d079fc0
Lokasyon	Business Administration
Tarih	2018-03
Örnek Metin	Extensive research has investigated branding practices, processes, and consumers’ reactions to brands in a globalized world. In this review, the authors aim to organize and synthesize the growing literature on branding, culture, and globalization from a behavioral perspective by reviewing 129 articles published over 25 years. Specifically, they explicate two perspectives found in the literature: (1) global–local branding and (2) the influence of culture on consumer and brand interactions. The authors identify conceptual gaps in the literature and discuss how new realities in the macro environment (e.g., political issues, digital transformation, environmental concerns) may affect the interaction between culture, brands, and consumers in a globalized world. This review facilitates a more impactful future research agenda in both theory and practice at the interface of branding and globalization from the perspective of behavioral outcomes.
DOI	10.1509/jim.17.0063
Cilt	26

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Consumers and brands across the globe: research synthesis and new directions

Yazar Gürhan-Canli, Z., Sarıal-Abi, G., Şanlı, Ceren Hayran

Basım Tarihi 2018-03

Basım Yeri - American Marketing Association

Konu Globalization, Global brands, Local brands, Culture

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1069-031X

Kayıt Numarası caee2137-d050-48bc-9c92-50fb7d079fc0

Lokasyon Business Administration

Tarih 2018-03

Örnek Metin Extensive research has investigated branding practices, processes, and consumers’ reactions to brands in a globalized world. In this review, the authors aim to organize and synthesize the growing literature on branding, culture, and globalization from a behavioral perspective by reviewing 129 articles published over 25 years. Specifically, they explicate two perspectives found in the literature: (1) global–local branding and (2) the influence of culture on consumer and brand interactions. The authors identify conceptual gaps in the literature and discuss how new realities in the macro environment (e.g., political issues, digital transformation, environmental concerns) may affect the interaction between culture, brands, and consumers in a globalized world. This review facilitates a more impactful future research agenda in both theory and practice at the interface of branding and globalization from the perspective of behavioral outcomes.

DOI 10.1509/jim.17.0063

Cilt 26