Global Culture Brand Positioning in Television Advertising in Asia, Europe and the Us: Real Or Imagined?

Citation:

Dana L. Alden, J.B. Steenkamp, and Rajeev Batra (1995) ,"Global Culture Brand Positioning in Television Advertising in Asia, Europe and the Us: Real Or Imagined?", in E - European Advances in Consumer Research Volume 2, eds. Flemming Hansen, Provo, UT : Association for Consumer Research, Pages: 1.

European Advances in Consumer Research Volume 2, 1995      Page 1

GLOBAL CULTURE BRAND POSITIONING IN TELEVISION ADVERTISING IN ASIA, EUROPE AND THE US: REAL OR IMAGINED?

Dana L. Alden, University of Hawaii

J.B. Steenkamp, Katholieke Universiteit Leuven

Rajeev Batra, University of Michigan

Several researchers and practitioners have stressed the importance of using a global brand strategy (e.g., Coca Cola, Sony or Levis). One rationale frequently offered for this recommendation is that consumers world-wide see "added value" in brands that are perceived to be global.

A central objective of this research project is to investigate whether certain brands are positioned in television advertising as "global" (that is, not associated with a particular country or culture but rather with an international/modern/culture-free lifestyle); "foreign" (that is associated with a particular foreign country); or "local" (that is associated with the home country in which the advertisement is being shown). If such positioning occurs, one potential "process" by which brands may acquire global vs. foreign vs. local "meanings" will have been identified.

Television advertisements have recently been collected in Asia (Thailand & Korea), Europe (NL, Germany, France and Belgium) and the United States. The sampling procedure employed produced a random sample of ads for nationally distributed brands that are advertised on national networks in each country.

Several measures that will assist identification of various positioning strategies are being pretested. Extensive coding will help determine whether the notion of "global" versus "foreign" versus "local" positioning in television advertising has validity. Of interest as well is whether such positioning is related to product type, to appeal type, to manufacturer type, etc. A third interest is the extent to which relationships between positioning strategy and other variables hold across the diverse set of countries from which the advertisements have been sampled.

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