Purpose: The purpose of this paper is to offer a new conceptual model for nation branding, rooted in the marketing literature, with associated tasks for the nation brand marketer. Design/methodology/approach: The paper draws on the extant literatures on brand identity systems, cultural branding...

Purpose: The purpose of this paper is to offer a different perspective on the global consumer culture (GCC) phenomenon and identify new avenues for future research. Design/methodology/approach: The paper is a thought piece. Findings: The unprecedented globalization of the marketplace in the...

Purpose: The purpose of this paper is to present a response to papers written by Professors Samiee, Belk and Özsomer as commentary pieces on my original paper, “The uncertain future of globalization: implications for global consumer culture and global brands.” Design/methodology/approach:...