Making Sense of Foreign Markets Rejecting American Brands
We explored how American media made sense of foreign markets rejecting the values associated with an American brand. Media used narratives containing assumptions about the superior, equal, or inferior status of American’s values. This shows how foreign market’s disapproval of global brands reverberates back to the brands domestic market.
Citation:
Sarah Evans and Tandy Chalmers Thomas (2020) ,"Making Sense of Foreign Markets Rejecting American Brands", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 753-754.
Authors
Sarah Evans, Queens University, Canada
Tandy Chalmers Thomas, Queens University, Canada
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Alternative Worldviews on Human – Nonhuman Relations: The Turkish Case
N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France
Featured
L2. Wish List Thinking: The Role of Psychological Ownership in Consumer Likelihood to Purchase or Remove a Product from an Online Wish List
Christopher Groening, Kent State University, USA
Jennifer Wiggins, Kent State University, USA
Iman Raoofpanah, Kent State University, USA
Featured
L5. Understanding the components and effects of the Omnichannel Seamless Experience.
PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)