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.


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.


A. M. Kaleel Rahman, Doctoral Student in Marketing, School of Business, The University of Sydney, Australia


E - European Advances in Consumer Research Volume 7 | 2005

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