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:...

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...

What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the...