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dc.contributor.authorRahman, Kaleel
dc.contributor.authorCherrier, H.
dc.date.accessioned2017-05-03T15:47:48Z
dc.date.available2017-05-03T15:47:48Z
dc.date.issued2010
dc.date.modified2010-10-06T06:55:21Z
dc.identifier.issn00989258
dc.identifier.urihttp://hdl.handle.net/10072/34091
dc.description.abstractThe idea that endless numbers of brands shape people's dayto- day life is known as "brandscape" (Biel, 1993; Sherry, 1998; Soloman, 2003). When consumers live in another country for an extended period of time not only it is necessary to engage in various consumer behaviors in order to conduct everyday life but also brandscape becomes part of their life. The aim of this study was to explore consumer acculturation to an unfamiliar brandscape. A grounded theory analysis of case study type interviews resulted in three broader domains with seven themes: "sentiments" with experiential tension, nostalgia and patriotism; "brandscape" with global brands, missing brands, ethno-brands and beloved brands; and "consumer acculturation". The paper discusses the findings of the study and the implications of the emergent themes.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherAssociation for Consumer Research
dc.publisher.placeUSA
dc.publisher.urihttp://www.acrwebsite.org/volumes/
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto7
dc.relation.ispartofissue1
dc.relation.ispartofjournalAdvances in Consumer Research
dc.relation.ispartofvolume37
dc.rights.retentionY
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchPsychology
dc.subject.fieldofresearchcode150503
dc.subject.fieldofresearchcode1505
dc.subject.fieldofresearchcode1701
dc.titleGalloping Through the Global Landscape: Consumers in a Branded Reality
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.rights.copyrightSelf-archiving of the author-manuscript version is not yet supported by this publisher. Please refer to the journal link for access to the definitive, published version or contact the authors for more information.
gro.date.issued2010
gro.hasfulltextNo Full Text
gro.griffith.authorCherrier, Helene


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