Corrigendum: A barrier, not a bridge: why Global Brand Presence hinders CBDC adoption plans in an emerging economy

This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures and for how consumer perceives global and local brands and their responses in the event of failure present or absent related to brand performance and brand familiarity, brand presence and prestige, brand equity, product country match, country ethnocentrism.This research is conducted in regards to women consumers in two cities in North India related to global and local brands with impact of perceived brand globalness to brand failures present or absent scenario based on consumer responses. The research explored into four main factors as dependent variables on which PBG effects are examined and observed in failure present as well as failure absent scenario. This research consists of mainly two studies and two preliminary tests. Study 1 is executed basically to investigate and to test consumer responses towards brand failures of fictitious brands. Study 2 is designed to examine consumer responses to brand failures of established brands.The study found that PBG effects are more positive on Global brands as compared to the local brands and concluded that consumer is less negative and less impulsive to the global brands when they met failure scenario. The study could not find any significance and examined that customer ethnocentrism does not interrupt with buying behavior. This research was able to test whether global brands are still perceived superior to local brands in the context of Indian consumer and also test whether the effects of PBG on consumer responses to brand failures will be mediated by consumer attribution as blaming or fault accountable in the event of encountering.Int. J. Soc. Sc. Manage. Vol. 5, Issue-1: 18-30

By studying consumer samples in an emerging market, Turkey, and two mature markets, Singapore and Denmark, the author tests the chain of relationships that drive consumers’ likelihood of purchasing the global brand in the presence of a local brand in a linear structural relations framework. The results indicate that perceived brand globalness is positively related to local iconness in an emerging market, but the relationship is negative in advanced markets. Developing local iconness helps build the perception of prestige in all three markets. Furthermore, local iconness is positively related to local brand quality perceptions in the culturally grounded categories of food in an emerging market, whereas in nonfood categories, local iconness has no connection to quality. In terms of cross-effects, as expected, the perceived quality of the local brand is negatively associated with global brand purchase likelihood in all markets and categories studied. In contrast, local brand prestige dampens global brand purchase likelihood for older consumers in an emerging market. The article concludes with implications for global and local brand managers.

In light of the alarming climate change situation, the focus of society on sustainability has been enhanced. The recent initiatives at national and international levels to significantly lower greenhouse gas emissions and to transition to carbon-neutrality have highlighted the urgency. For a more sustainably oriented society, an important shift is needed; hence, we need to invest in creating more knowledge about the importance of sustainability with different stakeholders, and appropriate marketing and communication strategies can make a big difference. Changes need to happen in all sectors of society. The wood furniture industry, textiles, and car industry all produce products that consumers need daily, namely, furniture, clothes, and vehicles. These industries also produce similar amounts of harmful emissions in their manufacturing processes, which considerably contribute to pollution. Our objective was to investigate and to understand how the chosen industries communicate about sustainability. The three-pillar paradigm of sustainability—economic, environmental, and social—was studied. We chose to compare these different industries as they are among those that contribute to greenhouse gas emissions, and they produce end-consumer products made from different materials. Furthermore, the representative companies are global brands with a strong brand name and presence. The wood furniture industry uses natural materials, while the textile and car industries are more limited in this regard, even if they use some natural materials, for example cotton. Communication about the sustainability of the selected companies in the mentioned sectors was analyzed by applying qualitative content analyses of existing online communication. The companies were selected based on previously defined criteria—the size of the company, geographical location, and brand value. An analysis of the online communication of these companies has demonstrated that the selected industries communicate mostly about environmental topics on their webpages, and less frequently on social and economic issues. The wood furniture industry, although utilizing renewable natural materials, communicates about sustainability similarly to the other two studied sectors. This gives rise to suggestions for improvements in this sector that could give them a leading role in the narrative on communication about environmental, social, and economic sustainability.

This article explores the important role of content creation in shaping brand identity and its significant impact on global brand building. As brands increasingly operate in a digitally connected world, content creation has become a cornerstone for establishing and maintaining a cohesive brand presence across different markets. The article examines how content creation strategies enable brands to transcend geographic boundaries, engage different audiences, and build a consistent global brand identity. The analysis is soiled in a comprehensive review of relevant literature, case studies, and market data. By examining successful global brands, such as Coca-Cola, Nike, and Netflix, as well as insights from the client's experience with top African content creators, the article identifies the strategies and challenges involved in global content creation. The review also draws on established theories of global branding and digital marketing to contextualize the findings within the broader space of brandbuilding practices. The study reveals that content creation is important in engaging global audiences and reinforcing brand identity. Storytelling, visual and written content, and consistency across multiple platforms are essential elements that contribute to a brand's global recognition and loyalty. The findings describe the importance of localization and cultural sensitivity in content creation, expressing how brands must plan their content to engage with different cultural audiences while maintaining overall brand consistency. The article identifies emerging trends, such as the rise of short-form content and the adoption of immersive media, as important areas for future brand-building strategies

ABSTRACTSocial media have grown into a powerful marketing communications tool in the global economy. Marketers dedicate their time and resources to build trust and rapport with consumers through social media, yet a dearth of academic research addresses their use of Twitter. The present research undertakes an exploratory content analysis, focusing on 44 global brands’ Twitter use. The results indicate that marketers try to imbue human personality into their brands by using human representatives, personal pronouns, and verbs in the imperative form. In addition, information such as brand names and redirecting cues is frequent in brands’ tweets. Overall, marketers tend to exhibit their brand presence and personalities in their Twitter accounts, thereby building relationships with current and potential consumers. This article concludes with some social media marketing implications and future research directions.

Global brand planning (establishing a global brand presence by gathering information about all the relevant markets)

Aim/Purpose: This research aims to identify the key components of Suzhou’s city brand, evaluate the effectiveness of its integrated marketing communication (IMC) strategies, and propose actionable initiatives to enhance the city's global brand identity. By addressing these objectives, the study seeks to strengthen Suzhou’s position as a cultural and economic hub, providing practical recommendations for policymakers and marketers to improve its global recognition and appeal. Introduction/Background: City branding has emerged as a critical strategy for fostering economic growth, cultural prominence, and tourism development. Suzhou, known for its rich history, cultural heritage, and robust economic profile, faces the challenge of effectively positioning itself as a global city in a competitive international landscape. This study focuses on leveraging Suzhou’s unique assets to strengthen its city brand through strategic IMC initiatives. The research highlights the need to balance tradition with innovation to attract international audiences and investment by aligning the city's historical and cultural identity with contemporary marketing practices. Methodology: This qualitative case study explored Suzhou’s city brand and integrated marketing communication (IMC) strategies through primary and secondary data collection. Primary data consisted of in-depth interviews with 15 tourism brand managers from Suzhou’s cultural tourism industry, selected for their expertise in IMC and branding initiatives. Semi-structured interviews were conducted face-to-face with audio recordings (with consent) and supplemented by notes. Secondary data included reports, academic studies, and official documents, providing historical and contextual insights. Thematic analysis identified patterns within the qualitative data, supported by triangulation to ensure reliability and validity. Member checking allowed participants to review and verify interpretations, further enhancing credibility. This approach revealed both strengths and areas for improvement in Suzhou’s branding strategies. Findings: The study revealed that Suzhou’s city brand is anchored in four primary pillars. First, its rich historical and cultural heritage, characterized by well-preserved ancient architecture, classical gardens, and vibrant traditions, forms the cornerstone of its identity. Second, the city’s economic strength and market potential, driven by thriving industries and an innovation-focused economy, establish it as a regional economic powerhouse. Third, Suzhou’s high quality of life, combining urban conveniences with natural beauty, significantly enhances its appeal as a livable destination. Lastly, its diverse tourism resources, including UNESCO World Heritage sites and picturesque waterways, position Suzhou as a premier destination for both domestic and international tourists. To strengthen its brand, Suzhou has implemented effective IMC strategies. Social media campaigns promote cultural events, festivals, and tourism packages on platforms like WeChat, Weibo, and Instagram. Online advertising leverages targeted ads to reach global audiences, while promotional events such as trade shows, cultural festivals, and business forums showcase the city’s strengths. These initiatives have significantly bolstered Suzhou’s brand recognition, increased tourism, and enhanced its global reputation. Despite these successes, challenges persist. Inconsistent branding messages across platforms dilute the city’s core identity, while limited use of certain digital platforms and insufficient engagement with international audiences restrict Suzhou’s outreach. Addressing these challenges is crucial to solidifying its global brand presence. Contribution/Impact on Society: This research contributes to the field of city branding and marketing communication by providing actionable insights into how cities can leverage their unique assets to enhance global recognition. The study highlights how cities like Suzhou can integrate their cultural heritage, economic strengths, and tourism resources to create a compelling city brand. It also addresses challenges such as inconsistent messaging and underutilization of digital platforms, offering recommendations for improvement. For policymakers and marketers, the research underscores the importance of coordinated strategies for sustainable urban development, attracting investment, tourism, and talent, and ensuring long-term economic and cultural growth. Recommendations: To further enhance Suzhou’s city brand, it is recommended that a stronger synergy between online and offline marketing efforts be developed, a cohesive and unified visual identity be established, and marketing activities across various communication platforms be integrated. Additionally, existing challenges in marketing implementation should be addressed by focusing more on Suzhou’s cultural heritage, drawing inspiration from global best practices, and targeting specific audience segments, all of which would significantly strengthen Suzhou’s brand identity and appeal. Research Limitation: The study is limited by its qualitative approach and the relatively small sample size of 15 informants, which may not fully capture the diversity of perspectives on Suzhou’s branding efforts. Furthermore, the research focuses exclusively on Suzhou, making it less applicable to cities with differing cultural, economic, or social contexts. Future Research: Future studies should explore the long-term effects of IMC strategies on city branding through longitudinal research, offering insights into strategy evolution and sustained impact. Quantitative approaches could confirm variables in city branding and IMC, enabling a more robust analysis. Additionally, research on audience segmentation using demographic, behavioral, and psychographic data can enhance tailored marketing strategies. Comparative studies across cities could also identify best practices and innovative approaches to city branding.

Reaching customers globally and building a global brand and market presence is a demanding task for any firm. For early and rapidly internationalising small firms this is exceptionally challenging due to the restraints that ensue from the liabilities of smallness, newness and foreignness and the speed of their internationalisation. We argue that entrepreneurial marketing is a driver of entrepreneurial internationalisation and one of the – neglected – explanations for superior international performance. The authors conceptualise entrepreneurial marketing along four core (marketing) abilities which fit particularly well the international new firm and show how these positively impact on early and accelerated internationalisation and alter the risk profile of the venture in general.

This book chapter explores the transformative role of the metaverse in fashion branding through an in-depth case study of Fly London, a renowned global fashion brand known for its creativity and innovation. Employing a qualitative, descriptive, and exploratory methodology, the study analyzes Fly London's strategic journey into the metaverse. The research unveils the critical variables influencing brand presence in the metaverse, including brand equity, consumer engagement, and the role of digital twin branding in driving consumer attachment. By leveraging structured interviews with internal and external stakeholders, the study identifies Fly London's strategic objectives, operational challenges, and the impact of immersive brand experiences on consumer perceptions. This chapter also provides theoretical and practical implications for brand managers, highlighting the significance of personalization, gamification, and community engagement in metaverse-based brand development.

Purpose This paper provides an alternative view of central bank digital currency (CBDC) adoption by addressing the critical gap between intention and implementation behavior. Moving beyond the standard focus on predicting user intention, we theorize and test two novel moderators, namely dispositional resistance to change (RTC) and socio-political perceptions of Global Brand Presence (GBP), as key factors explaining the transition from a general intention to the formulation of implementation plans in Vietnam. Design/methodology/approach Following an initial instrument development stage involving focus groups and expert validation, a large-scale survey was administered to consumers in Vietnam, yielding 1,547 valid responses after a rigorous data cleaning process. The conceptual model, grounded in an extended Unified Theory of Acceptance and Use of Technology (UTAUT) framework, was analyzed using partial least squares structural equation modeling (PLS-SEM). Findings We find that (1) GBP acts as a significant negative moderator, weakening the link between a consumer’s adoption intention and their subsequent implementation behavior; (2) RTC, in contrast, was not a significant moderator in this context, a finding likely attributable to the young, digitally-native sample; (3) These moderating effects were tested within a robust foundational model where consumer trust and perceived benefits were confirmed as strong predictors of behavioral intention. Practical implications The findings provide actionable guidance for central banks. Beyond building foundational trust and articulating clear user benefits, monetary authorities must manage the communication around international partnerships to mitigate socio-political risks and sovereignty concerns. A targeted, phased rollout may also be more effective than a universal launch. Originality/value This study’s novelty is threefold: (1) it introduces a more precise “intention-implementation” gap to the pre-adoption CBDC context; (2) it is the first to empirically validate the negative moderating role of GBP, challenging conventional branding theory in a sovereign context and (3) it offers a data-driven explanation for the contextual nature of RTC.

With most markets in the world being interlinked, companies will need to accommodate their branding and marketing strategies to new culture environments. This study examines the importance of cross-cultural marketing in empowering brands to successfully venture and gain ground within the various consumer markets. The research question is to examine the impact of cultural diversities on the marketing strategies and how companies can use localization as the key strategy to make their brands successful. It uses mixed-methods research design, which involves using case studies of multinational companies, surveys that require information about the preferences of consumers, and an interview with experts to gain a full picture of efficient cross-cultural marketing practices. Despite the key findings demonstrating that being culturally sensitive, employing localized content, and cooperating with local Influencers are highly effective in increasing the perception of brands and making them trusted by consumers. In the study, it is identified that companies that incorporate cultural knowledge in their marketing strategy record better consumer interactions, brand loyalty, and market penetration. In addition, the paper highlights frequent pitfalls, including translation mistakes, cultural misconception and a challenge of balancing between a universal brand presence and local communication. The only way to overcome these challenges is by using dynamic and research-based strategies that are specific to specific target markets. It is the conclusion of the study that brands that manage to apply cross-cultural marketing approach properly will acquire competitive edge since they will be able to connect better with a wide range of audience. It advises companies to do market research, culturally authoritative advertising, joint cooperation with local professionals to make localization of the brands successful. In the future, it is suggested to study how artificial intelligence and machine-learning affect the processes of automation and optimization of cross-cultural marketing solutions to benefit the performance of global brands further.

Societies are rebuilding themselves systemically in the symbolic universe generated by the integration of the processes of globalization. The context, coupled with mass culture, promoted brands the complex cultural symbols. Inspired by Foucault’s archeology, this photoethnographic study revealed ordering the discursive field of a global brand presence in everyday practices. The discursive formations are pointed governed by two general rules: rhetoric and dialectic.

This study conducts a comprehensive strategic analysis of McDonald’s global and Indian market positions, examining financial performance, the competitive landscape, and adaptation strategies over time. Using a mixed-method approach, the research employs financial analysis, SWOT analysis, Porter’s Five Forces model, and PEST analysis. The findings reveal McDonald’s strong financial performance, characterized by steady revenue growth and robust cash generation. The company’s global brand presence and extensive distribution network are identified as key strengths, whereas challenges include changing consumer preferences and intense competition. In India, McDonald’s has successfully adapted its menu to local preferences and invested in digital capabilities. This study contributes to the understanding of strategic management in the fast-food industry by offering insights into McDonald’s global operations and Indian market strategies. The research methodology combines quantitative financial analysis with qualitative strategic frameworks, utilizing data from annual reports, industry analyses, and market research reports. The findings highlight McDonald’s successful adaptation to local preferences in India, such as offering vegetarian options and investing in digital ordering platforms. This comprehensive analysis provides valuable implications for industry practitioners and academic researchers in international business and strategic management, offering a nuanced understanding of the fast-food industry’s dynamics and McDonald’s strategic responses in complex global markets.

This chapter explores Coca-Cola's global brand presence on Instagram, and the degree to which the gender portrayals differ when catering to different cultures. Communication researchers have extensively examined how men and women are portrayed in mass media, particularly in advertising, to see whether they conform to gender stereotypes or traditional roles. Research question one asks about the differences in gender portrayals within each of the seven Coca-Cola Instagram accounts being analysed. Research question two aims to investigate the differences in the portrayals of men and women between Coca-Cola's global Instagram account and its six regional accounts. Men from the Russia account were depicted as sexier than their global counterparts, though this also held true for most of the other regional accounts, albeit to a lesser degree The results indicated that although the accounts for the feminine cultures had women and men sharing equal placement within posts than their masculine counterparts, women were less likely to be the sole primary character.