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 More

Featured

Alternative Worldviews on Human – Nonhuman Relations: The Turkish Case

N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France

Read More

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

Read More

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)

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.