Brands in Transit: the Dynamics of Cross-Cultural Brand Meaning and the British Royal Family Brand

The British Royal Family (BRF) brand enables us to explore two key issues pertaining to the transfer of brand meaning: 1) how a brand can resonate simultaneously with distinct cultural myths in different cultures; and 2) how challenges to the cultural resonance of these myths impact brand meaning in these cultures. We collected and analyzed data in three cultural contexts where the BRF is assumed to be (or has been) a powerful brand: England, Northern Ireland, and English Canada. Interviews, observations, and examination of media enable us to identify the patterns of meaning of the BRF brand in each culture.



Citation:

Eileen Fischer, Pauline Maclaran, and Cele Otnes (2005) ,"Brands in Transit: the Dynamics of Cross-Cultural Brand Meaning and the British Royal Family Brand", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 83-83.

Authors

Eileen Fischer, York University
Pauline Maclaran, Leicester University
Cele Otnes, University of Illinois at Urbana-Champaign



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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