Consuming Global Brandscapes As Home

This study examines the meanings consumers ascribe to global brands consumed in out-of- the or-dinary settings. In an interpretive study of consumers temporarily crossing cultures from the U.S. to China, we show that contrary to conventional brand management dogma, brands take on different meanings when consumed in an unfamiliar context. Our study reveals that global brands take on the meaning of home not in the familial, material sense of the word, but in the phenomenological, metaphoric, and symbolic sense, and this home became a means for consumers to reconstitute their sense of self and make sense of their culture-crossing experience.


Anders Bengtsson and Meera Venkatraman (2007) ,"Consuming Global Brandscapes As Home", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 526-526.


Anders Bengtsson, Suffolk Univ.
Meera Venkatraman, Suffolk Univ.


E - European Advances in Consumer Research Volume 8 | 2007

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