...Nina Michaelidou; Milena Micevski; Georgios Halkias Purpose The present paper explores how advertisers use consumer culture positioning (CCP) strategies in advertising across countries and product categories. Design/methodology/approach The study employs a content analysis approach...

... global integration is not guaranteed, and where globalization headwinds could reduce the contribution of perceived brand globalness to brand value. Global brands Globalization Consumer culture positioning Global consumer culture The globalization of markets is one of the most important...