.../legalcode Global consumer culture positioning Local consumer culture positioning Glocalization Glalienation Authenticity Semiotics Globalization has become a central focus of scholarly discussions across various disciplines (Alden et al., 1999 ; Appadurai, 1996 ; Ritzer, 2007...

... branding literature regarding the advancement of culturally driven attitudes toward GCCP by taking root in the Confucian culture. Face Global consumer culture positioning Susceptibility to normative influence Pursuit for global myth Social aggrandizement Jiaxun He can be contacted...

... of consumers’ brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)). The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects...

..., Alden et al. (1999) proposed a series of brand positioning strategies across cultural borders; the strategies range along a continuum anchored by being global and being local, from global consumer culture positioning (GCCP) and foreign consumer culture positioning (FCCP) to local consumer...