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
Paying to Be Social? How Materialism Shapes Spending on Friends
William Ding, Washington State University, USA
David Sprott, Washington State University, USA
Andrew Perkins, Washington State University, USA
G10. The Effects of self-construal on evaluations of brand logo colors
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA
Narrow Algorithmic Searches Perpetuate Bias
Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA