How do international advertisers use consumer culture positioning strategies? A cross-national, cross-category approach

Purpose - The present paper explores how advertisers use consumer culture positioning (CCP) strategies in advertising across countries and product categories.Design/methodology - The study employs a content analysis approach to investigate usage of CCP strategies and symbols across different consume...

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Bibliographic Details
Main Authors: Nina Michaelidou, Milena Micevski, Georgios Halkias
Format: Default Article
Published: 2020
Subjects:
Consumer culture positioning
Cross national
Country of origin symbols
International advertising
Online Access:https://hdl.handle.net/2134/12620741.v1
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