Skip to search boxSkip to navigationSkip to main content

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.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 59-67

Journal (Volume, Issue Number)

Journal of Euromarketing (Volume 23, Issue 3)

Publication milestones

  • Published - 01/01/2014

Publication status

Published - 01/01/2014

External Publication IDs

  • handle.net: 10547/623652

Access to documents

Publication metrics

Metrics

Download statistics
Download count
18

PlumX, opens in new tab

Mentions
3
2
Captures
23