Global Brand Culture

This roundtable proposes to gather researchers interested in global brand culture to discuss current developments, research methods and interdisciplinary insights into how brands, consumers, and culture interact. Key issues that drive this discussion include: 1) conceptual and perhaps ideological tensions between global brand management and research into global brand culture, 2) theoretical issues of brands from interdisciplinary perspectives, 3) intense interest in how brands and consumer culture are evolving in transition economies, such as China, India, and post-Soviet Russia, and 4) debates over consumer agency, co-creation, and ‘working consumers’ within global brand culture.

Citation:

Eric Arnould, Søren Askegaard, Gary Bamossy, Janet Borgerson, Julien Cayla, Bernard Cova, Teresa Davis, Gianna Ekhardt, Richard Elliott, and Markus Geisler (2011) ,"Global Brand Culture", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 556-557.