Global consumer culture positioning: the use of global consumer culture positioning appeals across four European countries

Barbara Czarnecka
,
Serap Keles

Norwegian Institute of Public Health

Research Output:

Contribution to journal

Article

Peer-review

Open access

Abstract

This study proposes a framework of advertising appeals which could be used to express global consumer culture positioning (GCCP) strategy in advertising. The paper examines the use of such appeals in print advertising from four European countries comparing 847 advertisements for durable and non-durable goods from Poland, Hungary, Ireland and the UK. Contrary to expectations, GCCP appeals were more often used in advertisements for non-durable goods than durable goods. The study confirmed the expectation that GCCP appeals would be more frequently used in advertising in less developed markets than in more developed markets. The proposed framework of GCCP appeals may be useful to practitioners wishing to use this positioning strategy.