Transnational Brand Research Articles

VISUAL METAPHORS IN ADVERTISING: A COGNITIVE-PRAGMATIC INTERFACE

The article focuses on the analysis of the visual metaphors in advertising from a cognitive-pragmatic perspective using the method of conceptual blending theory, tools of inferential pragmatics, and visual design grammar. The aim of the article is to identify the cognitive-pragmatic interface of visual metaphor presented in commercial advertising of modern transnational brands from the point of view of metaphorical explicatures, implicatures in their connection with the stages and procedures of reconstructing the metaphorical meaning. It is found that visual metaphors are represented by three main types – juxtaposition, fusion, and replacement, which differ in the level of their explicitness depending on the representation of the source and target of the metaphor in the visual plane of advertising, their merging into one gestalt, or the absence of visualization of input spaces. In metaphors of juxtaposition and fusion types, the restoration and/or detailing of the source and target are carried out at the level of explicatures, establishing a connection between the presented objects. At the implicature level, information about the product characteristics, which are the goal of specific visual advertising, is restored, forming secondary signified – connotations (power, fantasy, stability) intended to create stable associations with the brand and its products. In the case of replacement, implicatures restore both the source and the target spaces, as well as the secondary signified. In all types of metaphors, implicature about the secondary signified is triggered by a violation of the maxim of quality of information through visual metaphorical means, combined with deviations from other maxims as the metaphor becomes more complex. The implicature is restored in the blend of the metaphor as a result of selecting attributes of the generic space with their refinement as the blend develops and elaborates, relying on verbal anchors and background information about the brand and its products.

Femvertising and Postfeminist Discourse: Advertising to Break Menstrual Taboos in China

This article investigates three commercials for Libresse sanitary napkins that aired in China in the transnational brand’s marketing to counter menstrual taboos. Employing feminist critical discourse analysis (CDA), we interpret Libresse’s efforts in China as exemplary of the appropriation of femvertising, or women’s empowerment advertising. Our findings indicate that Libresse’s commercials attempted to eschew explicit menstrual stereotypes and taboos, emphasizing instead individual desires and autonomy, with an implicit heterosexist message intended to involve men in the agenda. Libresse’s femvertising strategies in China have been influenced by social and cultural factors—primarily, industry self-regulation, menstrual taboos, and the development of feminism. The commercials create a postfeminist discourse that has generated contradictory gender discourses, both liberating and constraining women in an elaborate dance that should be understood in relation to postfeminism, advertising, and global capitalism.

Gender Differences in Transnational Brand Purchase Decision Toward Mixed Culture and Original Culture Advertisements: An fNIRS Study.

Culture strategy is very important for transnational brand marketing. Functional near-infrared spectroscopy (fNIRS) is a promising brain imaging modality for neuromarketing research. In the present study, we used fNIRS to explore the neural correlates of consumers’ purchase decision on different cross-culture marketing strategies. Forty Chinese participants watched transnational brands and products advertised with photographs of the brands’ original culture (the original culture advertisements) and advertised with photographs of Chinese culture (the mixed culture advertisements), respectively. The behavioral results showed that the female participants showed significantly higher purchase rate when watching the original culture advertisements than the mixed culture advertisements, whereas the male participants did not show significant preference between these two types. The fNIRS results further revealed that for the female participants, watching mixed culture advertisements evoked significant positive activation in the left dorsolateral prefrontal cortex and negative activation in the medial prefrontal cortex, which was not found in the male participants. These findings suggest possible cognitive and emotional differences between men and women in purchase decision making toward different cross-culture marketing strategy. The present study also demonstrates the great potential of fNIRS in neuromarketing research.

Bricolage Within the Imperial Divide: Introduction to Iftikhar Dadi and Elizabeth Dadi's Jugaad

Jugaad continues Iftikhar and Elizabeth Dadi's extended artistic investigation of informality in the Global South, which arguably constitutes the majority experience of this vast region. Development became a central problematic for Africa and Asia in the wake of political decolonization of the mid twentieth century, encompassing the ambition for formal planning of large-scale infrastructure and state intervention in human development. But this project was always incomplete and resonated in complex ways with the tenacious growth of informal living and working arrangements whose legacies can be traced back to the colonial era. Informality is amplified in contemporary globalization that is often understood as a process in which transnational brands and lifestyles replace their local analogs. But this view overlooks globalization's shadows—the largely invisible processes of labor, production, and consumption that transpire in the vast informality of the Global South. This is a realm of exploitation, but also one of immense productive capacities, in which branding and intellectual property regimes are constantly challenged by those who seek to fashion and animate a world from affordable materials and inventive rubrics.

Jugaad

Jugaad continues Iftikhar and Elizabeth Dadi's extended artistic investigation of informality in the Global South, which arguably constitutes the majority experience of this vast region. Development became a central problematic for Africa and Asia in the wake of political decolonization of the mid twentieth century, encompassing the ambition for formal planning of large-scale infrastructure and state intervention in human development. But this project was always incomplete and resonated in complex ways with the tenacious growth of informal living and working arrangements whose legacies can be traced back to the colonial era. Informality is amplified in contemporary globalization that is often understood as a process in which transnational brands and lifestyles replace their local analogs. But this view overlooks globalization's shadows—the largely invisible processes of labor, production, and consumption that transpire in the vast informality of the Global South. This is a realm of exploitation, but also one of immense productive capacities, in which branding and intellectual property regimes are constantly challenged by those who seek to fashion and animate a world from affordable materials and inventive rubrics.

Формирование туристского бренда на примере Большого Алтая

The cross-border territory of the Greater Altai (Russia-Mongolia-Kazakhstan-China) is considered in the context of international cooperation and tourism development as a special form of intercultural communication. The article analyzes natural and cultural features, historical circumstances and modern conditions for the development of cross-border cooperation in the field of tourism. Based on the analysis of approaches to the formation of country brands in domestic and foreign literature, the definition of the territory brand is given. There are differences in the formation of national and transnational brands, the main of which is taking into account the characteristics of each cross-border territory (different tourist potential, organizational and economic structure, political structure, priorities in the development of tourism). The evaluation of the tourism potential of the territories using cluster analysis on 8 indicators: number of UNESCO sites, the density of historical, cultural and natural sites, the proportion of the area of specially protected natural territories (SPNT), the capacity of hotel rooms, visa status, degree of participation in the project of greater Altai, the complex index of transport accessibility, in turn consisting of 4 parameters (density of the railway, highways, passenger traffic, number of crossings). Sub-brands have been formed for each region and a common potential brand of the Greater Altai has been identified, which can be used to promote the Greater Altai as a tourist territory.

Oligopolistic suppliers, symbiotic value chains and workers' bargaining power: labour contestation in South China at an ascendant global footwear firm

AbstractIn this article, I analyse changes in the power relationship between lead firms, manufacturers and workers by examining a strike that took place in South China in 2014 among workers at the Taiwanese footwear giant, Yue Yuen. In the process, I demonstrate that there is a link between increased labour costs, capital consolidation and greater value capture at the bottom of the global supply chain. I argue that footwear value chains are seeing a falling level of monopsony power and the emergence of enormous oligopolistic suppliers, which are transforming the power imbalances of global supply chains towards a more mutually dependent ‘buyer–producer symbiosis’. The Yue Yuen strike shows a maturing industrial working class, facing pressures on social reproduction in China, adapting its bargaining strategies vis‐à‐vis the developmental state. Influxes of profit raise the ceiling for what can be demanded of employers, stimulating those same employers to pursue more aggressive means of holding onto their profits. The example of the Yue Yuen strike is an indicator of what are fundamental changes in the production process, dynamics within the value chain, and power and agency of workers in labour‐intensive production. The strike demonstrates that consolidation is playing a decisive role in shaping the power relationship between domestic manufacturers and transnational brands, which, in turn, is directly affecting the bargaining power of workers.

Research on the Relationship Between Spatial Distribution of Transnational Brand and Regional Economic Strength

Globalization has had a significant impact on society, economy and culture. We had analyzed the influence of the comprehensive development level of Chinese cities on the distribution characteristics of multinational brands by using artificial neural network to analyze the distributed data of famous luxury goods, popular fast fashion dresses, make - up and watches in Chinese cities. The results tell us that the distribution of the brand in the Chinese cities shows the obvious law of infiltration from outside to inside, and the population size, economic level and external communication capacity of the city have important influence on it.

This Thing Called the World: The Contemporary Novel as Global Form by Debjani Ganguly

Reviewed by: This Thing Called the World: The Contemporary Novel as Global Form by Debjani Ganguly Claire Chambers Debjani Ganguly. This Thing Called the World: The Contemporary Novel as Global Form. Durham: Duke UP, 2016. xii + 300 pp. I write this review in November 2016, soon after Donald Trump was elected US president twenty-seven years to the day after the fall of the Berlin Wall. One of This Thing Called the World's most valuable contributions is the attention it accords to "the historically significant threshold of 1989" in shaping our current Manichean political climate (1). Notwithstanding recent scholarly emphasis on the World Trade Center attacks and their aftermath, I agree with Debjani Ganguly's thesis that 1989—a year significant for, but not reducible to, the collapse of communism—marked the most profound shift in geopolitics and literary aesthetics since the revolutionary movements of 1968. However, from my perspective as a researcher of British Muslim writing and given that Salman Rushdie's Shalimar the Clown is one of the key texts discussed in this monograph, it is surprising that Ganguly devotes little space to exploring the Rushdie affair in her nuanced analysis of 1989 as a new "temporal horizon for the emergence of a new kind of novel" (6). Ganguly, who is Director of the University of Virginia's Institute of the Humanities and Global Cultures, argues that post-Cold War world novels are notable for their engagement with modern kinds of unending war and insurgency, the digital environment, and human rights discourse. She launches this ambitious and perceptive line of enquiry by bringing contemporary world novels into dialogue with the late-eighteenth-century protonovel. The eighteenth-century comparative framework is illuminating, but it seldom filters into the individual case studies about contemporary novels. For instance, especially since the Ayatollah Khomeini issued the infamous fatwa against him in 1989, Rushdie has been eager to position himself as heir apparent to Enlightenment philosophes such as Voltaire. This promising research avenue is not pursued in Ganguly's chapter on Rushdie's 2005 novel. Ganguly's disentangling of the terms "postcolonial," "global," and "world" in the introduction is much needed and persuasive. She hints at the recent emergence of global literature as a category, linked as it is with the ongoing issues of colonialism and globalization. But it is puzzling to see that this well-read study does not interact with work on global fiction by such scholars as Sanjay Krishnan, Revathi Krishnaswamy and John C. Hawley, Diana Brydon, and Richard J. Lane. With her eighteenth-century expertise, Ganguly is more immersed [End Page 177] in longstanding debates about world literature from Johann Wolfgang von Goethe to Edward Said and Immanuel Wallerstein. Drawing on Romantic sources, she expounds on the lovely, instructive phrase "the melancholic realism of the world novel" (19). She also reflects on the increasingly pervasive sense in academia that there are problems with the term "postcoloniality," particularly in light of transnational brands of terror and war without end. Ganguly paints a grisly picture of what she terms, with a nod to Achille Mbembe, "deathworlds" around the globe (9), as well as to resistance movements that deflagrate in response. The chapter entitled "Forensic Witnessing," for example, is an elegy for the Sri Lanka killed during its protracted civil war as portrayed in Michael Ondaatje's Anil's Ghost. Strangely, though, the 2003 Iraq War is first encountered via Ian McEwan's Saturday. In this novel, a rather objectionable middle-class man, Henry Perowne, expresses views of the war and Muslim migrants in Britain that are hardly offset by even the echo of a contestatory subaltern voice. Similarly, Martin Amis's "The Last Days of Muhammad Atta" provides readers' first window on 9/11 in this volume. Ganguly praises "Amis's deft strokes" (49) in the short story and absorbs his phrase "the thing which is called the World" (43) into her title. It is a missed opportunity that she does not challenge Amis's preoccupation with the figure of the terrorist, his simplistic view of Atta as a man with a death wish, and the hateful nature of some of his public pronouncements on Muslims and Islam. Ganguly makes...

Place branding in the Øresund region: From a transnational region to a bi-national city-region

The Oresund Region that connects Copenhagen metropolitan area in Denmark and Southern Sweden is an interesting example of a European cross-border collaboration. In this article, the contemporary development of the region and the place branding process is described. The aim is to increase understanding of how a complex and bi-national place brand is developed in a process of continuous change due to societal and political contexts. The article is inspired by a theoretical framework for place branding based on ideas from corporate branding (Kavaratzis, 2004) and organizational identity (Kavaratzis & Hatch, 2013), and emphasizes the role of media. The place branding process is defined in three contemporary phases: the public opinion phase, the invoking of a transnational brand phase, and the Europe of City-Regions phase. The analysis leads to two main conclusions: (1) the development of the current place brand at hand mirrors a possible change in geo-spatial focus in: from a transnational approach toward a bi-national city-based approach and (2) the case study suggests that a strategic communication logic, focusing residents rather than the wills of elites, is more relevant to such cases than a marketing logic.

Trafficking in Transnational Brands: The New “Broadway-Style” Musical

In a theatre world increasingly dominated by multinational corporations, in which brand-name companies make the rounds of international festivals and multilingual performances are bankrolled by consortia of state-supported theatres, the national identity of theatrical productions is becoming more and more difficult to decide. This identity crisis is especially pronounced in the case of the one theatre form that for generations has been associated with a single New York thoroughfare that for people around the world symbolizes singing and dancing, glamor and dazzle. The form to which Broadway is categorically linked, the Broadway musical, may have circumnavigated the globe countless times, but a national and municipal identity remains embedded in its name. In the twenty-first century, however, this jet-setting genre needs to be analyzed less from a national or international perspective than a transnational perspective that emphasizes interconnectedness and the cross-border fluidity of cultures and species of capital. Shows such asThe Lion KingandWickedmay have premiered in New York, but their continuing multibillion-dollar success in cities on six continents suggests that the traffic in the most popular form of theatre in the world can no longer be linked to one metropolis or one national tradition.

A qualitative approach to understanding brand image in an international context

Purpose – The paper aims to demonstrate the utility of qualitative research for: understanding differences in brand image across markets; the critical assessment of marketing theory; informing revisions to quantitative scales and metrics used in international branding research. This is accomplished via research on a particular case (socialist era brands in Croatia and Serbia). Design/methodology/approach – A total of 12 focus groups, cutting across two countries (Croatia and Serbia) and three age groups (18-21, 35-45, pensioners), were conducted. The contemporary brand images of labels from the socialist era were compared against competing products (launched in the post-socialist period by local manufacturers and those from transnational companies). Findings – Analysis revealed significant differences in the image of the socialist era brands between their home and foreign markets. Variations are linked to a cultural context of newly (re)emerging states with high ethnocentrism, animosity and uneasy political relationships. Transnational brands, however, appear immune to much consumer ethnocentrism. Research limitations/implications – Firms from the region face significant barriers to creating standardised brand images across the successor states of the Socijalistička Federativna Republika Jugoslavija. While strong in their home markets, the socialist era brands are rarely suitable platforms for international market entry in the region. The dangers of conflating “Western” with foreign in international branding research are documented. Originality/value – The case illustrates the role qualitative research can play in understanding variations in perceived brand image across international markets. It evaluates the utility of Kapferer’s approach to brand identity. The concept of origin hierarchies is introduced and the inadequacies of international marketing research that relies on a simple domestic versus foreign dichotomy are documented.

Cultural hybridity, trauma, and memory in diasporic anglophone Lebanese fiction

This article examines post-war anglophone Lebanese fiction produced in the diaspora since 1998. Focusing on Rabih Alameddine’s Koolaids: The Art of War (1998) and I, the Divine: A Novel in First Chapters (2001), Patricia Sarrafian Ward’s The Bullet Collection (2003), and Rawi Hage’s Cockroach (2008), it underscores the connections between three common features: cultural hybridity or in-betweenness, trauma, and memory. With reference to critical observations about transnational writings in general and contemporary foreign-language Lebanese narratives in particular, it demonstrates how these features, visible in different degrees, characterize these stylistically diverse fictions as a transnational brand of Lebanese literature. It argues that these texts, whose main strategies are the portrayals of their characters’ recurrent movements from and back to Lebanon, in mind and/or in body, and of their processes of remembering war-related traumatic events, provide an anti-amnesiac and generation-specific testimony to the lingering effects of the Lebanese Civil War.

Extending the view of brand alliance effects

PurposeThe purpose of this paper is to broaden the external validity of the “brand alliance” theory, as it is set up by Simonin and Ruth, by analysing transnational brand alliances. It aims to discuss the significance of country of origin in this context.Design/methodology/approachBased on a broad literature review of the brand alliance and country of origin literature the authors conducted an empirical study that examined consumer attitudes towards cross‐national brand alliances.FindingsThe findings demonstrate the role that the relationship between country of origin fit and brand fit plays in predicting consumer attitude towards cross‐border brand alliances; and that when brand familiarity decreases, the positive influence of country of origin fit on attitudes towards the brand alliance increases, and is greater than that of brand fit.Research limitations/implicationsThe degree of importance that consumers place on each product in the brand alliance was not taken into account. Future research could also analyse product categories that have strong country of origin associations (e.g. German beer or French pastries) or that belong to the low involvement category.Practical implicationsAn interesting result for managers when they set up a cross‐national brand alliance, as the study demonstrates the importance of brand familiarity and of country of origin fit.Originality/valueThe findings replicate those of Simonin and Ruth, which is a useful result because their findings might be attributed also to cross‐boarder alliances. The study represents a noteworthy extension of previous research by introducing a new variable, the “country of origin fit.”

Generating Intrinsic Customer Value: Examples from Wal-Mart

For a variety of reasons, Wal-Mart is a transnational brand which has, at the same time, many fans and many detractors. Despite considerable criticism and opposition, the firm is accelerating in growth and retains a strong customer base. One reason for this growth and loyalty is that Wal-Mart generates intrinsic value through its brand name and brand community. Here, we highlight the latter method Wal-Mart uses to manage its brand and create value propositions by building loyalty among local community members. We provide a practical example of a special branding strategy that can be used by firms seeking innovative ways to create customer (and stakeholder) value.

Understanding Globalisation: Transnational Marketing & Sponsorship

Globalisation. It is one of today's most overstated cliches, a term whose promiscuity within popular discourse has rendered it vastly misunderstood and perhaps meaningless. Yet, it pervades rhetoric of new culture industries, financial and economic life in general, numerous strands of academe, government statements, and even sports broadcasts. It is perhaps no surprise, then, to find us saying that understanding globalisation is of crucial importance for those who work in, and study, sports industry. A central component of globalisation processes is increased cross border flow of capital, circulating through transnational monetary systems and multinational companies, and expressed in presence of truly transnational brands. This points to increased importance and growing significance of international/transnational organisations, institutions and movements that operate independently of individual states. The corporate footprints of these transnational organisations transcend boundaries of states. As such, sport marketers and sponsors have to recognise growing influence and reach of associations that are formed, created and maintained within burgeoning and increasingly global sports industry and possible impact and problems that arise through this process of globalisation. The transnational flow of capital, well peoples, goods, services, images and symbols, indicative of processes of globalisation, has caused some, within academic circles, to decry demise of at hands of rampant globalisation. These scholars posit that state is losing control of its territoriality (Sassen, 1996) and is limping on its last legs (Appadurai, 1996). Others go even further to argue that globalisation may eventually lead to hallowing out (Jessop, 1994), decline (Held, 1990) or even (Ohmae, 1995), of nations and/or nation-states. However, some, in scholarly and organisation arenas, display a steadfast belief in enduring relevance of a source of identity and differentiation. It is this scholarly and popular end of nation rhetoric that forms grounding for this special edition of International Journal of Sports Marketing & Sponsorship. For practitioners and scholars alike it is important to uncover ways in which corporations engage with the nation within their every-day operations, promotional strategising, labour practices, training of employees and values held. This is crucial for those practitioners who are looking to engage with and understand consumers within a market or those who are looking at initiatives that cross cultural or geographical boundaries and rationalise escalating costs implicit in reaching maximum possible market base, by producing sophisticated global, multi-vocal campaigns that engage a multitude of markets at one and same time. In early stages of corporate globalisation, transnational companies operated as if entire world (or major regions of it) were a single, largely identical entity and subsequently attempted to sell same things in same way everywhere (Levitt, 1983, p.22). Although such global naivete persists in some corporate (and indeed academic) circles, most soon realised impracticability of treating global market a single, homogenous entity. Despite cosmopolitan nature of much contemporary existence, a residual attachment to a source of identity not only remains, but has been capitalised upon by those within culture industries. That is, transnational corporations that drive global economy, in contrast to creation of a global village or homogenous culture, have recognised implausibility of a global culture extinguishing national differences, and acknowledged enduring cultural resonance of experiences of national belonging within national markets they are seeking to penetrate. …

Implications of Structural Changes in the Global Alcohol Supply

Commodity chain analysis provides a means of diagramming and analyzing changes in the global supply of alcohol in a developing-country context over time and beginning to theorize about the implications of those changes for health and development. A new ideal type of commodity chain, the “marketing-driven” chain, is proposed to describe the emerging pattern of supply of globalized beer brands, and evidence is presented from Malaysia to illustrate how the commodity chain operates. What distinguishes marketing-driven commodity chains is their reliance on the downstream activities of marketing and brand establishment. Such a chain has two important implications: It places substantial power over the alcohol supply in the hands of transnational brand owners, and it relies on an intentional process of cultural change directed by the brand owners to alter and embed exogenous patterns of drinking in developing societies.

Internationalization of the women's magazine industry in Taiwan context, process and influence

This paper looks at the impact of internationalization on the women's magazine industry in Taiwan. It addresses the growing concentration of ownership and control at the international level, how the subsequent standardization has affected advertising, and the implications this has had for the magazines’ readership. The influx of international magazines to the Taiwanese market since the mid 1980s saw a marked shift of advertising toward transnational brand products. With this in mind, content analysis was conducted to compare advertising in local magazines with that of locally available editions of international titles. The domestic titles, New Woman and Nong‐nong and the Chinese editions of Cosmopolitan and Marie Claire were analysed for 1995. The results indicate that commercial forces have resulted in Taiwan's women's magazines presenting the international stereotype of women in aesthetic roles.

Capitalism: An Ethnographic Approach

Capis An Edaphic Approadi. DANIEL MILLER New York: Be% 1997; x + 357 pp. On a first reading Capitalism appears scattered and confusing; on a second reading it is significant and provocative. The first reading stems from Capitalism's seemingly erratic jumps from one social context to another and from one agent's perspective to another's in its descriptions of commodity production in Trinidad, Capitalism's ethnographic site. A second reading clarifies Miller's major proposition: commodities are produced not only as objects with market by manufacturers, but also as of value, Miller's key concept, by brand owners, advertising executives (Capitalism's research foci, heretofore neglected by anthropologists), and even consumers. That reading also reveals how those projects generate social and cultural contradictions among and between such producers. For example, Trinidadian sweet drink manufacturers seek market share and profit through creating local and transnational brand name reputations, as well as through advertising agents' ads and promotions. Yet, brand names and products are also projects of value. Solo company's sweet drinks wear the oldest, indigenous brand name. Its brand, therefore, represents authentic Trinidadian nationalism; loyalty to the brand is loyalty to Trinidadian identity. But in other contexts Trinidadians identify as global consumers of higher quality foreign drinks. Coke, therefore, lends its reputation for quality to its local franchiser, Cannings. Local company executives face the problems of positioning the company in the market and of positioning themselves within larger global conglomerates. They represent themselves to conglomerates as having local expertise necessary to reinterpret or replace homogenized, global marketing campaigns by locally relevant, but for conglomerates more expensive, ones despite suspected lesser effectiveness. Conglomerates often accede so as to increase the local office's importance and because consumer reaction is unpredictable. of a local branch's nationalism, therefore, structurally contradicts that of its conglomerate's globalism. Profitability is not the only value at issue; material culture's logic cannot be reduced to market culture's commodities. Rather, commodities are complex symbolic formations (p. 4) produced and reproduced by multiple agents in a dynamic history of production, distribution, and consumption. Advertising agents create ads using their own models of consumer preferences as well as current aesthetic and professional models. The result is a genre of capitalist realism . . . a kind of hyperreal idealized world of (p. 191). It has its own self-referential standards and expectations about which Trinidadians are highly sophisticated, because for them the world of ads is similar to the world of cinema elsewhere. Consumers also have their own categories and discourses: red drinks stand for East Indians and black drinks for Africans. Yet, consumers in each ethnic group tend to drink and identify with a drink's other qualities in the opposed category, for example, Indians consume Coke, a black drink, because of its modernity. Commodities such as drinks become, therefore, objectifications, out of commerce's control, for projects of whereby each group appropriates imaginary aspects of the other's identity. Surprisingly, advertising executives tend to ignore consumers' categories for their own. Reactive fear of competitors, networks of social peers, and unpredictability of consumer reaction, more than profitability, motivate them. Miller concludes that cultures of consumption and production can operate separately, because assigning blame for advertising campaign failures is difficult. …

Fitting international brands for consumers: Stewarding transnational brands through the consumerisation continuum

In today's complex and changing world, models that can help guide the marketing processes and thinking are extremely valuable. In this paper the application of a recently developed model to the management of transnational brands and the development of advertising is considered.