Cultural Identity and Brand Relationships: Negotiating Brand Meanings in a New Cultural Context

Anna Jansson Vredeveld, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
As consumers move across geographic spaces, they encounter culturally and contextually dependent meanings of brands. Findings from semi-structured interviews with 19 sojourn consumers provide insights into how these consumers interpret brand meanings across cultures and the implications of consistent and incongruent brand meanings for new and existing brand relationships.
[ to cite ]:
Anna Jansson Vredeveld and Robin A. Coulter (2012) ,"Cultural Identity and Brand Relationships: Negotiating Brand Meanings in a New Cultural Context", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1111-1111.