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



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