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Retricted access

Research article

First published 2012-3

Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective

Stanford A. Westjohn, Nitish Singh, Peter Magnusson

Journal of International Marketing

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Research article

First published 2010-6

Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell and Hard-Sell Advertising Appeals between U.S. and Japanese Consumers

Shintaro Okazaki, Barbara Mueller, Charles R. Taylor

Journal of International Marketing

Retricted access

Research article

First published 2016-6

The Influence of Regulatory Focus on Global Consumption Orientation and Preference for Global versus Local Consumer Culture Positioning

Stanford A. Westjohn, Mark J. Arnold, Peter Magnusson [...]

Journal of International Marketing

Retricted access

Research article

First published 1999-1

Brand Positioning through Advertising in Asia,North America,and Europe: The Role of Global Consumer Culture

Dana L. Alden, Jan-Benedict E.M. Steenkamp, Rajeev Batra

Journal of Marketing

Open access

Research article

First published 2024-12

Local–Global Cobrand Positioning and Consumer Evaluations in Emerging Markets

Onur Osmanoglu, Ayşegül Özsomer, Gunes Biliciler

Journal of International Marketing

Retricted access

Research article

First published 2011-9

Consumer World-Mindedness and Attitudes toward Product Positioning in Advertising: An Examination of Global versus Foreign versus Local Positioning

Edwin J. Nijssen, Susan P. Douglas

Journal of International Marketing

Retricted access

Research article

First published 2011-6

A Cross-Cultural Examination of Corporate Social Responsibility Marketing Communications in Mexico and the United States: Strategies for Global Brands

Karen L. Becker-Olsen, Charles R. Taylor, Ronald Paul Hill [...]

Journal of International Marketing

Open access

Research article

First published 2016-12

Positioning Food Cultures: ‘Alternative’ Food as Distinctive Consumer Practice

Jessica Paddock

Sociology

Retricted access

Research article

First published 2018-9

Social Media Ties Strategy in International Branding: An Application of Resource-Based Theory

Hongzhi Gao, Mary Tate, Hongxia Zhang [...]

Journal of International Marketing

Retricted access

Research article

First published 2019-3

Global Versus Local Consumer Culture: Theory,Measurement,and Future Research Directions

Jan-Benedict E.M. Steenkamp

Journal of International Marketing

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