The Global Brand’S Meaning Melange: Seeking Home Abroad Through Global Brands

Anders Bengtsson, Suffolk University
Meera Venkatraman, Suffolk University
Since global brands are omnipresent, consumers increasingly encounter them in multiple cultural locales. In the brand management literature, it is assumed that it is desirable to implement standardized global brand platforms across markets to generate consistent brand images. Based on an interpretive study of U.S. residing consumers’ experiences of Starbucks and McDonald’s in China, we show that despite perceived standardized platforms, consumers imbue brands with different meanings when consumed abroad. We find that global brands provide consumers with a sense of comfort and familiarity that is reminiscent of home.
[ to cite ]:
Anders Bengtsson and Meera Venkatraman (2008) ,"The Global Brand’S Meaning Melange: Seeking Home Abroad Through Global Brands", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 822-822.