Consumers and Brands across the Globe: Research Synthesis and New Directions

Zeynep Gürhan-Canli, Gülen Sarial Abi, Ceren Hayran

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Abstrakt

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.
OriginalsprogEngelsk
TidsskriftJournal of International Marketing
Vol/bind26
Udgave nummer1
Sider (fra-til)96-117
Antal sider22
ISSN1069-031X
DOI
StatusUdgivet - mar. 2018
Udgivet eksterntJa

Emneord

  • Globalization
  • Global brands
  • Local brands
  • Culture

Citationsformater