Abstract
Alden, Steenkamp, and Batra (1999) first proposed Global Consumer Culture Positioning (GCCP) as an alternative advertising strategy comparing with Local Consumer Culture Positioning (LCCP) and Foreign Consumer Culture Positioning (FCCP). Since then, several important studies have been conducted and published in this field. It has become an emerging topic in international marketing research. This article provides a consolidated review of some selected articles related to GCCP and proposed a conceptual framework of GCCP that illustrate the correlations between GCCP and several potential factors.
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