Meeting Old Friends in New Places: Consumers and Their Home-Country Brands in a Host-Country
Although there is substantial research relating to consumers’ reactions to the globalization of brands, almost all this research generally focuses on consumers in their own country. The present paper, specifically in the context of the consumers being in a new country, examines the emotions they feel towards the brands they had back home and the brands they encounter in the host country. A grounded theory analysis of four case study type interviews resulted in three broader domains of themes: “sentiments”, “brandscape” and “assimilation”. The paper discusses the findings of the study and the implications of the emergent themes.
Citation:
A. M. Kaleel Rahman (2005) ,"Meeting Old Friends in New Places: Consumers and Their Home-Country Brands in a Host-Country", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 529-530.
Authors
A. M. Kaleel Rahman, Doctoral Student in Marketing, School of Business, The University of Sydney, Australia
Volume
E - European Advances in Consumer Research Volume 7 | 2005
Share Proceeding
Featured papers
See MoreFeatured
Trust the Polls? Neural and Recall Responses Provide Alternative Predictors of Political Outcomes
Samuel B Barnett, Northwestern University, USA
Andres Campero, Massachusetts Institute of Technology, USA
Ronen Zilberman, Massachusetts Institute of Technology, USA
Chris Rose, New York University, USA
Aaron Robinson, Northwestern University, USA
Moran Cerf, Northwestern University, USA
Featured
A3. Why People Still Do Not Trust Algorithmic Advice in Decision Making
JAEWON HWANG, Sejong University
Dong Il Lee, Sejong University
Featured
Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences
Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA