Get 20M+ Full-Text Papers For Less Than $1.50/day. Subscribe now for You or Your Team.

Learn More →

Branded Products as a Passport to Global Citizenship: Perspectives from Developed and Developing Countries

Branded Products as a Passport to Global Citizenship: Perspectives from Developed and Developing... This article focuses on belief in brands as a passport to global citizenship, defined as a person's perception that global brands create an imagined global identity. The authors assess the effects of this belief on the importance consumers assign to branded products and also examine the antecedent effects of cultural openness and consumer ethnocentrism. Their work focuses on the global youth market in the developing countries of Romania, Ukraine, and Russia and the developed U.S. market. The findings contribute to a broadened understanding of branding in a global marketplace by examining the associations between beliefs about global brands and the importance consumers attach to branded products in their daily lives. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of International Marketing SAGE

Branded Products as a Passport to Global Citizenship: Perspectives from Developed and Developing Countries

Loading next page...
 
/lp/sage/branded-products-as-a-passport-to-global-citizenship-perspectives-from-9x2Ld9N0JJ

References (99)

Publisher
SAGE
Copyright
© 2008 American Marketing Association
ISSN
1069-031X
eISSN
1547-7185
DOI
10.1509/jimk.16.4.57
Publisher site
See Article on Publisher Site

Abstract

This article focuses on belief in brands as a passport to global citizenship, defined as a person's perception that global brands create an imagined global identity. The authors assess the effects of this belief on the importance consumers assign to branded products and also examine the antecedent effects of cultural openness and consumer ethnocentrism. Their work focuses on the global youth market in the developing countries of Romania, Ukraine, and Russia and the developed U.S. market. The findings contribute to a broadened understanding of branding in a global marketplace by examining the associations between beliefs about global brands and the importance consumers attach to branded products in their daily lives.

Journal

Journal of International MarketingSAGE

Published: Dec 1, 2008

There are no references for this article.