PurposeThe “brand community” concept believes that the meaning of the brand transcends national boundaries. However, such an assumption presents challenges arising out of several reasons including co‐existence of sub‐tribes within a given brand community that allocate different meanings to a particular brand. This plurality of meanings seems exacerbated for global brands where meanings are shaped by tremendously varying cultures. Aims to address the issues.Design/methodology/approachThis text relies on a comparative study of the meanings attributed to one particular global brand, Warhammer, by the members of its brand community in France and the USA.FindingsFindings highlight the elements of homogeneity and heterogeneity that reside in the cross‐border meanings of the brand. The authors also discuss the marketplace relevance arising out of this plurality that should be taken into account by global marketers.Originality/valueThe present text argues that community attached to a global brand constitutes a complex phenomenon, one that both integrates and ignores geographical considerations.
This study empirically examines the extent to which business journalism has taken over labor reporting between 1980 and 2000. The authors conduct a content analysis of The New York Times , The Washington Post, and Associated Press during this time frame. Our results note a widening gap between labor and business coverage dramatically in favor of business-oriented journalism. Business journalists now cover labor issues. Qualitative and quantitative changes in coverage are discussed, as well as the implications from these trends. The authors suggest that labor groups invest in more media and/or public relations to better convey their messages.
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