Global Consumer Culture Positioning: The Use of Global Consumer Culture Positioning Appeals Across Four European Countries
Czarnecka, B and Keles, S (2014). Global Consumer Culture Positioning: The Use of Global Consumer Culture Positioning Appeals Across Four European Countries. Journal of Euromarketing. 23 (3), pp. 59-67.
|Authors||Czarnecka, B and Keles, S|
This study proposes a framework of advertising appeals which could be used to express global consumer culture positioning (GCCP) strategy in advertising. The paper examines the use of such appeals in print advertising from four European countries comparing 847 advertisements for durable and non-durable goods from Poland, Hungary, Ireland and the UK. Contrary to expectations, GCCP appeals were more often used in advertisements for non-durable goods than durable goods. The study confirmed the expectation that GCCP appeals would be more frequently used in advertising in less developed markets than in more developed markets. The proposed framework of GCCP appeals may be useful to practitioners wishing to use this positioning strategy.
|Keywords||1505 Marketing; Marketing|
|Journal||Journal of Euromarketing|
|Journal citation||23 (3), pp. 59-67|
|Digital Object Identifier (DOI)||doi:10.9768/0023.03.059|
|31 Jul 2014|
|Publication process dates|
|Deposited||16 Oct 2018|
|Accepted||31 Jul 2014|
|Accepted author manuscript|
CC BY 4.0
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