Global Brands Research Articles

A Study of Cultural Openness and Attitudes towards Global Brands among Chinese Consumers

The purpose of this research is to investigate how cultural openness influences Chinese consumers’ attitudes towards global brands. This study further examines the moderating role of perceived brand quality and conspicuous consumption on the relationship between consumer cultural openness and attitudes towards global brands. Data was collected by conducting a survey among consumers in China. Linear regression was employed to examine the main effects of cultural openness and attitudes towards global brands. To test the moderating effects of perceived brand quality and conspicuous consumption, the PROCESS Macro model 1 was used. The results of this study show that consumers’ cultural openness positively influences their attitudes towards global brands while this effect is moderated by conspicuous consumption, with the positive influence of cultural openness strengthening for individuals with higher levels of conspicuous consumption. Additionally, the findings indicate that consumer perceptions of brand quality play a moderating role in the relationship between cultural openness and attitudes, resulting in a negative effect for consumers with high perceived brand quality. This research makes a valuable contribution to the field of international business and global marketing by exploring the relationships between consumer cultural factors and attitudes towards global brands. Additionally, the findings of this study provide international brand managers operating in developing markets meaningful insights when targeting specific market segments.

CONSPIRITUALITY CAPITALISM: YOGA, AUTHENTICITY, AND WHITENESS ON A STREAMING VIDEO PLATFORM

Entering “best online yoga classes,” into Google Search returns lists from fitness websites like VeryWell Fit, Yogi Times, Prevention, Self, and Shape—most of these sites will include Gaia.com, a subscription-based streaming video platform, in their recommendation lists, labeling it variously as “best for the whole family,” “best intermediate/advanced,” and, most notably, “best for delving into yogic philosophy.” None of the blurbs written about Gaia in these articles mention its thousands of videos about conspiracy theories. These articles also fail to mention the connection between Gaia and Gaiam, one of the largest global yoga equipment brands. Formerly GaiamTV, Gaia.com offers videos and articles about yoga alongside videos and articles about UFOs, extraterrestrials, alternative archaeology, and universal consciousness, among a variety of other topics related to conspiracy theories, the paranormal, and new age spirituality. This paper examines Gaia, Inc., as a case study in conspirituality capitalism. The blatant obfuscation of the connection between Gaiam yoga equipment and the Gaia media empire functions to strengthen the mechanisms of conspirituality capitalism: not only are supporters of conspiratorial and alternative content financially contributing to its production through subscriptions to Gaia, but yoga practitioners who purchase Gaiam equipment may be unknowingly supporting Gaia’s conspiritual content. Using qualitative, grounded-theory-informed content analysis of video and textual content hosted on the site, as well as participant observation at two Gaia conferences held at the GaiaSphere Event Center outside Denver, Colorado, this paper, which is exploratory in nature, will introduce the term conspirituality capitalism and examine Gaia as a case study in it.

“Venezuela hawaii, chelsea!”

Abstract This contribution focuses on Langila, a language practice or “speech style” that emerged in the first decade after the millenium in the Congolese capital of Kinshasa, characterized by lexical creativity and specific phonological manipulative strategies. I analyze Langila speakers’ use of global place names, fashionable brands, and names of institutions, and to some extent specific (manipulated) personal names as pseudo-onomastic references from an anthropological-linguistic perspective, understanding “games with names” (Storch 2019) as a cultural practice that contributes to the novelty factor in specific ways of speaking in the Congolese capital of Kinshasa and in social media. It is crucial for the discussion of “labelling” and “branding” practices in contexts of cultural importance in African languages to consider why and how speakers use, manipulate, and recontextualize semiotic links to names of artefacts, places, and people – and how this changes the onomastic value of these named, unnamed, and renamed concepts in ludic interaction. The paper thus circles around two main research questions: How are “labels” (anthroponyms, toponyms) semantically and in terms of their referential and indexical use changed to creative lifestyle emblems and become part of the everyday lexicon? How are contexts of cultural importance named and (re)labelled by a speaker, drawing from “manipulated” repertoires that involve (partially homophonic) anthroponymic or toponymic references actually intended to mislead or to confuse the hearer? This contribution investigates the role of onomastic references that are used to denote and label central concepts in Langila.

Implementation of Cross-Functional BI Solutions for Global Consumer Brands

Implementation of Cross-Functional BI Solutions for Global Consumer Brands

Consumption Culture in the Metaverse Economy as New Communication Technologies (ChatGPT Analysing)

The intense technological revolution in the field of communication and information technologies has naturally affected economic and social life. As the economy evolves towards Industry 4.0 and the metaverse universe, digital transformation has started to reshape production and consumption relations. Thanks to advanced technology and mass media, the world has shrunk, communication has intensified and access to information is realised with a single click. At the last point, the Metaverse appears as a digital virtual universe. The Metaverse world, which provides a parallel but virtual reality for human beings, can be considered as a twin world where we live with our avatars. However, the virtual twin world changes the known consumption, production and financing patterns of the economic system and creates a commodity universe economy, or in other words, the Metaverse economy. In this context, the aim of this systematic review is to understand the consumption of individuals in the new economic life that comes with the changing world order. Many global, popular and world giant brands include the Metaverse in their production methods. When the Metaverse fully enters our lives, a new economic life will be formed in our daily work, working life and social life thanks to the Metaverse tools we will use. Keeping up with advanced communication and information technologies will harmonise both the production and consumption structure of society with technological change. In this context, the aim of this study is to draw attention to the culture of consumption in the Metaverse economy as new communication technologies. For this reason, the Metaverse economy and ChatGPT analysis method were chosen in the context of the originality of the subject. The research questions of the study are, will the Metaverse economy as a new communication technology increase the consumption culture? Will people shop with their avatars in virtual stores? The originality of the study stems from the fact that there is no study on this subject and ChatGPT analysis method has not been used. Its contribution to the literature will be in this context. A literature review was also conducted. ChatGPT analysis method was applied in the study. With the ChatGPT analysis method, Internet 1.0 consumption culture, social media consumption culture and metaverse period consumption culture change processes were compared.

Omore Omore – Reshaping the Brand Universe

This case discusses key insights about the ice-cream industry in Pakistan and it focuses on the brand, Omore ice-cream, its demand and supply, consumers’ preferences and behavior, competition and war among the major rivals including local and global brands. It faced fierce competition from the market leader, Walls, owned by Unilever Pakistan. Omore is owned by Engro Foods company which later partnered and merged with Friesland Campina Netherlands and was renamed as Friesland Campina Engro Pakistan Limited (FCEPL). The major issue was declining brand performance, causing a dip in market share, especially in non-metropolitan areas, declining net profits or loss of PKR (955) million in 2019, and declining earnings per share for stockholders with a slight recovery in 2020.The data was garnered from primary and secondary sources. Nine interviews were taken, three each from industry experts, dealers, and consumers respectively. The data was analyzed and interpreted for a better understanding of the market dynamics and the core issue.

The Reasons of Primark Brand Loyalty in The Post-Epidemic Era Based on Marketing Mix Theory

Brand loyalty has always been a hot topic in academia, with high theoretical and practical value. Primark is an Irish clothing retailer receiving consumers' favorites with affordable and fashionable clothing products. Meanwhile, unlike most brands, Primark doesn't participate in e-commerce sales and only carries out sales business offline. As a fast-fashion clothing shop, compared with the well-known global brands H&M and Zara, Primark's products are more affordable, while the product range is also more extensive. The epidemic has made a major impression on the global economy, which has also dealt a huge blow to the clothing industry. As for Primark, the closure of its shops during the epidemic caused a huge loss, but after the closure was over, Primark's shops had huge queues and saw a huge increase in sales in a short period. There is a lack of research on Primark in the academic world, and the research is not focused. Based on marketing mix theory, this paper adopts a qualitative approach to systematically sort out and summarize Primark's product, price, and promotion and explores the reasons for Primark's high brand loyalty. It was found that the diversity of Primark's product range, the cost-effectiveness of its price, the decline in consumer spending after the epidemic, and its digital marketing on social media were the key reasons for Primark's high brand loyalty.

Brand building and image perception in women football: a cross-country comparison between Brazil and Germany

ABSTRACT While women’s football (WF) experienced exponential growth after the 2019 FIFA Women’s World Cup, the drivers for building players’ personal brands (PB) remain opaque to our understanding of the sport’s image. The purpose of this research is to provide a cross-country multidimensional comparison and multi-method exploration of this process based on self-presentation and gender roles. Thus, a mixed-method approach was adopted, encompassing: (1) a content analysis of Brazilian and German elite players’ Instagram posts (n = 278); (2) in-depth interviews with national team players of both nationalities (n = 9); and (3) a survey with football fans of both countries (n = 430). The collective and embedded construction of a player’s PB as well as the global branding of WF are addressed in the discussion, contributing to the current debate surrounding athletes’ brand construction in social media, from a multi-dimensional and comparative perspective.

Research on the Athleisure Word-of-Mouth Marketing Strategy in the Chinese Market

Being a relatively young brand compared to Nike, Adidas, etc., the young Lululemon surpasses Adidas to be the world’s No. 2 sports brand in the global brand rankings by market capitalization and continue to expand and earn huge profit. The success story of Lululemon has gained attention and has been analyzed by various research, but not particularly in word-of-mouth marketing, which Lululemon is specifically good at. This research delves into this area, leveraging the STEPPS framework to explore the brand’s social transmission strategies. Lululemon’s excellence is evidenced in its targeting of upscale consumers, adept utilization of grassroots ambassadors, marketing triggers of “female,” “athleisure,” and “high quality,” emotional support and confidence gaining, as well as public engagement, the consistent portrayal of health, high fashion, and more importantly well-being in both physical, mental, and social aspect. Despite its global success, challenges remain, including addressing the lean-fit body ideal and the brand’s expansion into the male market. Lululemon must also strategize against emerging competitors to retain its lead, especially within the Chinese e-commerce domain. Although this study provides comprehensive insights, relying on Lululemon’s official content poses potential biases, and further research is encouraged to explore word-of-mouth marketing from a global perspective. This work offers a pivotal reference for athleisure brands navigating the intricate dynamics of contemporary marketing.

Compassionate Global Brand: A Bridge Between Brand Globalness and Brand Love for Sustainable Brands

Finding out and assessing how global brand compassion affects global brand love and globalness in the direction of sustainable brand is the aim of this study. The primary source of data for this study was the answers that participants gave to the questionnaire items. All MSMEs in Jember Regency that export goods make up the population used. Thus, the study's sample consists of up to 100 MSMEs exporting goods from Jember Regency. The Structural Equation Model (SEM) with SmartPLS is the analytical tool utilized in this work. The findings demonstrated that Sustainable Brand benefits from Brand Globalness. The findings demonstrated that investors in Global Brand Compassion are positively impacted by Brand Globalness. The findings demonstrated that Sustainable Brand is positively impacted by Brand Love. The findings demonstrated that Global Brand Compassion investors benefit from Brand Love. The findings demonstrated the beneficial relationship between Global Brand Compassion and Sustainable Brand. The findings demonstrated that Global Brand Compassion, a component of Global Brand Globalness, positively influences Sustainable Brand. The findings demonstrated that Global Brand Compassion, through Brand Love, has a good impact on Sustainable Brand.

A Comparison of McDonalds Marketing Methods in the Eurasian Marketasian Market

McDonalds has a high global brand awareness directly tied to its country-specific marketing initiatives. This study aims to compare McDonalds marketing tactics in European and Asian markets by delving into McDonalds global strategic marketing model, which includes. However, it is not limited to product categories, promotional techniques, and distribution networks. This study fosters reciprocal learning and provides additional ideas and methodologies for McDonalds globalization strategy development in the future by looking for marketing variations in other regions and analyzing the strengths and shortcomings of both sides. By reviewing the literature and various secondary sources of previous relevant studies, it can be concluded that both the European and Asian markets have distinctive marketing methods that the other side lacks, which is inextricably linked to McDonalds global customization strategy; thus, by analyzing the markets of the two sides, it may be possible to learn from the other sides advantageous marketing modes through continuous optimization and improvement to attract more consumers. McDonalds in other regions can also learn from its strategies to respond flexibly to different markets.

Keffiyeh trend on social media as a form of solidarity for Palestine

This study explores the widespread adoption of the keffiyeh trend within the global community, including Indonesia, as a form of solidarity in support of Palestine. The surge in the keffiyeh trend intensified following Israel's forceful assault on Palestine, purportedly in response to Hamas' actions on October 7, 2023.Employing virtual ethnography through the analysis of social media content, the research delves into the historical context of the keffiyeh among Arabs. Known by different names across various Arab nations, such as kufiyah, gutrah in Saudi Arabia, shemag in Iraq, and keffiyeh in Palestine, this head-to-neck covering initially served as protection for village workers during outdoor activities. In the 1980s, the keffiyeh underwent a transformation into a fashion accessory, gaining popularity among young individuals with a bohemian style in New York. Notably, major global brands like Balenciaga and Louis Vuitton even incorporated keffiyeh motifs into their products. Despite its fading significance, the keffiyeh experienced a resurgence as a symbol of solidarity during global demonstrations and actions defending Palestine following Israel's renewed attacks. Participants in the Palestine Defense March prominently featured the keffiyeh, sharing images on social media platforms, notably Instagram, leading to a resurgence of the keffiyeh trend within the wider community.

Cultural Fusion Unleashed: Analyzing Xiaomi’s Multifaceted Brand Communication Strategy across Global, Chinese, and Egyptian Social Media Channels

The paper analyzes Xiaomi’s social media posts on Facebook and Weibo, addressing three different audiences: the global audience, the Egyptian audience, and the Chinese audience. Its primary aim is to dissect Xiaomi’s strategies in employing local, global, or glocal approaches within its intercultural brand communication. To achieve this, the study employs a multimodal framework that integrates brand communication and linguistics, allowing for a comprehensive examination of Xiaomi’s digital marketing strategies through brand personality appeals and the strategic use of linguistic features. The paper finds that Xiaomi displays an exciting personality on its global and Chinese social media pages, while it reflects a competent personality on its Egyptian social media page. The study also finds that Xiaomi employs culture-specific linguistic features in its social media posts, including intimate address forms for its Chinese audience, colloquial expressions for its global audience, and codemixing and dialect for its Egyptian audience. These insights not only affirm the existing literature’s observations of cultural disparities in intercultural marketing but also contribute to our understanding of how global brands strategically adapt to diverse cultural contexts.

Unravelling the Threads of Customer Loyalty: Motives Shaping Supermarket Patronage in Sri Lanka

Over the past couple of decades, profound changes in the business context in Sri Lanka, including the presence of global brands, emergence of new retail business formats, dominance of the service sector, application of direct marketing, industry convergence, and deregulation, have significantly shaped customer behavior. Accordingly, the supermarket concept has sparked renewed interest among shoppers in the contemporary retailing context in Sri Lanka. This note mainly focuses on comprehending the behaviour of supermarket shoppers and evaluating the motives behind their level of loyalty in the context of supermarket patronage in Sri Lanka. Recent study findings reveal that three major factors, namely ‘product motive’, ‘services motive’ and ‘location motive’ have significantly contributed to enhancing supermarket patronage in the context of grocery shopping in Sri Lanka.

Retailing in India: Promulgation and Confrontation

The blast in India's retail area has fascinated numerous players-both at the public and global level-to receive the rewards of development in the retail business. The upsurge in the retail business has seriously changed the whole idea of shopping as far as the most recent organizations that are embraced and furthermore by virtue of customer purchasing conduct. There were days when buyers had a more independent attitude. Global brands where unfathomable and there was no openness of the assortments presented by the worldwide players. Shopping was more viewed as an action or an awkward undertaking where it was simply done to satisfy ones needs. Be that as it may, presently the circumstance appears to have taken a fast turn where in the wake of opening of the economy and passage of MNCs, shopping is appeared to be more as a joy and involvement in a wide assortment of items to browse the accessible. The blast of present-day retail design is clear from the rambling retail outlets, multistory shopping centers with amusement and food all under a solitary rooftop, stores, and hypermarkets, every one of them making shopping a pleasurable encounter. The monetary push of the 90's as confirmed in vigorous GDP development, more grounded money stores and dynamic market and working climate are impelling India on a direction of outstanding development in the area of retail exchange. The post advancement has seen retail arise as a dawn area. The financial advancement and expanded buyers mindfulness have given a driving force to retail change

Uni Style Image – a savvy fashion brand poised to stay buoyant

Learning outcomes This case study covers marketing concepts, including marketing mix, segmentation, targeting and brand positioning and communication. After completion of the case study, the students will be able to understand the importance of segmentation and targeting; recognize the differences between business-to-business (B2B) and business-to-customers (B2C) segments; gain knowledge about the points of parity and points of difference while positioning; and examine the elements of a marketing mix. Case overview/synopsis The case centered around Mr. Ashvinder Singh, founder and director of Uni Style Image (USI), who initiated the polo T-shirt business in 1990 in Okhla, Delhi. The brand expanded across the country, but from 2010, USI faced fluctuating demand due to the rise of online marketing and intense competition from global fashion brands. Revenues dropped massively, leading to a significant downsizing from over 300 employees to just 11 by the end of fiscal year 2016–2017. In 2018, Singh explored the B2B model; however, the onset of the COVID-19 pandemic in 2020 impacted many small- and mid-sized apparel businesses, including USI. In the fiscal year 2021–2022, the B2B segment accounted for 90% of total revenue, but the business size could not cover significant operating expenses. Despite only 10% of revenue coming from the B2C segment, Singh wanted to leverage the online space. In September 2022, Singh closed his factory in Noida, National Capital Region, Delhi. Amid the uncertainty, Singh explored various opportunities in the Indian market. In 2023, he even engaged a consultancy for expertise in marketing initiatives. He had to choose the target segment/s, develop a positioning strategy and create an effective marketing mix with very limited resources. Complexity academic level This case is designed for undergraduate and postgraduate students, offering a valuable teaching tool for essential marketing concepts, such as the marketing mix, segmentation, positioning and brand communication. It can be used in both core marketing courses and elective courses like brand management, consumer behavior and integrated marketing communication. The decision dilemma presented in the case enriches the understanding of these concepts, making it a valuable resource for marketing education. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets

PurposeDo luxury consumers negatively evaluate digital interactions (website and social media) by international luxury brands? The topic has received much debate. The authors argue that luxury brand personality (modern vs. traditional), which encompasses a more stable form of brand identity in global markets, affects evaluations of digital interactions. They further investigate the role of self-brand connection in this process.Design/methodology/approachThree experiments on Prolific use a European sample and manipulate a single factor between subjects (modernity: less vs. more; traditionality: less vs. more) of French luxury brands and measure evaluations as the dependent variable. Two studies assesses self-brand connection (continuous) as a moderator (studies 2a, 2b). Study 2b rules out some alternative explanations, with culture (independent vs. collectivist) as an independent variable. A fourth study, using a North American sample on CloudResearch, assesses the effect of personality manipulation (more modernity vs. more traditionality) on consumer evaluations of an Italian brand, and assesses ubiquity perceptions as a mediator.FindingsConsumers evaluate digital interactions of international luxury brands less favorably when luxury brand personality exhibits more (vs. less) modernity or less (vs. more) traditionality. Perceptions of ubiquity mediate these relationships. When self-brand connection is high, this effect is attenuated.Originality/valueThe research sheds light on the debate on whether luxury brands should create digital interactions in international markets, given that these global brands operate in multiple channels. Findings show that luxury brands can develop strategies based on aspects of their brand identity, a less malleable feature of brand identity within global markets. Additionally, the research contributes to the conversation about a global luxury market. In short, the findings offer evidence in favor of brand identity (personality) influencing the digital channel strategy a brand should undertake in international markets, first, followed by consumer needs.

Localized globalization through structures of common difference and the in-store curation of a glocal retailscape

In global markets, branded material and symbolic artifacts are curated in patterned ways to replicate and scale retail experience. We apply a structures of common difference framework to show how global brands can be strategically localized through in-store curations within specific physical locations. This localized globalization deploys familiar global brands in ways that feel authentically local and idiosyncratically intimately connected with many and varied retail instantiations (glocal). We underscore that global-local reciprocity is critical and the SCD work for global and local brands. We affirm that global brands give local retailers a steady stream of compelling merchandise connecting the local to global markets, and conversely, local content stabilizes global brands’ connections to communities and physical stores. This recursive relationship feeds into an overarching global common form that celebrates local diversity and supports the interlocking identities of brands and customers.

Efek Komunikasi Media Sosial pada Persepsi Konsumen Gen Z terhadap Merk Streetwear Fashion Lokal di Indonesia

Previous studies link Instagram contents with impulsive buying behavior, by passing evaluation stages in buying process. This study aims to fill this gap by considering the consumer behavior process leading up to the emergence of purchase intentions. specifically, this research will examine the relationship between firm-created contents and user-generated contents with the purchase intentions of Gen Z consumers towards Erigo, while considering brand awareness, brand attitude, and belief in global brand citizenship. SEM-PLS analysis was conducted on 135 sample respondents through an online questionnaire, using the purposive sampling technique. This study resulted in two findings: (1) firm-created contents positively influences belief in global brand citizenship, consequently, positively affects Gen Z consumers' purchase intentions towards the Erigo brand, (2) user generated contents positively influences brand attitudes and beliefs in global brand citizenship, both of which, consequently, positively affect Gen Z consumers' purchase intentions towards the Erigo brand.

THE IDENTIFICATION OF PURCHASE INTENTION AMONG IPHONE CUSTOMERS IN DEPOK VIEWED FROM EWOM, BRAND IMAGE, BRAND TRUST, PERCEIVED VALUE, AND BRAND PREFERENCE

Communication has become a kind of activities performed by human beings everyday, either directly or indirectly. Handphone as one among the communication means, was then developed into smartphone. Due to many smartphones released every year, customers are then faced with so many choices. One among the global reputable smartphone brands is Apple. Therefore, Apple sellers must be able to attract the customers’ attention and increase their purchase intention toward iPhone products, so that these products can compete with others and survive in the market. This research aimed to test the effects of EWOM, brand image, brand trust, perceived value, and brand preference on purchase intention among iPhone customers in Depok, West Java, Indonesia. This descriptive research was conducted to depict the characteristics or functions of a population. By using questionnaire distributed online and among 355 respondents filling-out, there were only 349 respondents from which the data can be processed further by using the SmartPLS-SEM software. The result of this research supported that brand image, brand trust, perceived value, and brand preference have positive and significant effects on purchase intention among iPhone customers in Depok, while EWOM does not have significant effect on purchase intention.