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  • Galloping Through the Global Landscape: Consumers in a Branded Reality

    Author
    Rahman, Kaleel
    Cherrier, H.
    Year published
    2010
    Metadata
    Show full item record
    Abstract
    The 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; ...
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    The 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.
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    Journal Title
    Advances in Consumer Research
    Volume
    37
    Issue
    1
    Publisher URI
    http://www.acrwebsite.org/volumes/
    Copyright Statement
    Self-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.
    Subject
    Marketing Management (incl. Strategy and Customer Relations)
    Publication URI
    http://hdl.handle.net/10072/34091
    Collection
    • Journal articles

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