Global Consumer Culture Positioning: The Use of Global Consumer Culture Positioning Appeals Across Four European Countries

Journal article


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.
AuthorsCzarnecka, B and Keles, S
Abstract

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.

Keywords1505 Marketing; Marketing
Year2014
JournalJournal of Euromarketing
Journal citation23 (3), pp. 59-67
ISSN1049-6483
Digital Object Identifier (DOI)doi:10.9768/0023.03.059
Publication dates
Print31 Jul 2014
Publication process dates
Deposited16 Oct 2018
Accepted31 Jul 2014
Accepted author manuscript
License
CC BY 4.0
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https://openresearch.lsbu.ac.uk/item/877xx

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