Consumer culture brand positioning strategies: an experimental investigation

Gammoh, Bashar S.; Koh, Anthony C.; Okoroafo, Sam C.

doi:10.1108/10610421111108012

Cited by 54 publications

(40 citation statements)

References 15 publications

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“…After a keyword search in the EBSCO and the ScienceDirect journal databases, a total of 37 articles was obtained. The search terms included «cultural diversity» and related constructs such as «cultural openness», «cosmopolitanism», «world-mindedness», «consumer ethnocentrism», «consumer animosity», and «consumer racism» (Gammoh et al, 2011;Kipnis et al, 2012;Bartikowski and Walsh, 2015) [6; 4; 7]. After assessing the relevance of the articles, a total of 7 empirical papers, published in the period 2011-2015 in A+ to C ranked journals (according to the VHB-JOURQUAL ranking), were selected for further thorough evaluation.…”

Section: Methodsmentioning

confidence: 99%

“…Using the local-global identity scale for segmentation and positioning (Gammoh, Koh, & Okoroafo, 2011) [6] high vs. low belief in global citizenship (BGC)…”

Section: Surveys and Experimentsmentioning

confidence: 99%

“…The authors test the scale against and prove it is distinct from the related constructs of consumer ethnocentrism, nationalism, and global consumption orientation. Gammoh et al (2011) [6] investigate the effect of communication strategies on consumers' evaluation of a fictitious brand. In particular, they compare global consumer culture positioning (GCCP) and local consumer culture positioning (LCCP) as conceptualized by Alden et al (1999) [10] for consumers who differ in their level of belief in global citizenship (BGC) defined by Strizhakova et al (2008) [11, p. 59] as the «belief that global brands create an imagined global identity that a person shares with likeminded people».…”

Section: Consumer Differencesmentioning

confidence: 99%

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The «4Cs» of cultural diversity in consumer research: a literature review and research agenda

Ivanov¹

2016

EJMI

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The article focuses on the role of cultural diversity in consumer research. The topic was approached in a non-empirical manner utilizing relevant literature published in the period 2011-2015 in A+ to C ranked journals. Four themes emerged and were integrated into the «4Cs» research taxonomy: Consumer differences, Consumption practices, Complexity in research, and Communication advice for practitioners. Two distinctive streams of research on the topic were identified. The first one concentrates on biculturals by birth or by migration. The second one investigates attitudes towards cultural diversity through identity formation. Important findings from the first stream are that cultural competence impacts the allocation of decision making roles, biculturals are more willing to consume diverse products, and biculturals react positively toward both individually or interpersonally focused advertising appeals. The second stream, related to attitudes towards cultural diversity, identifies that cultural identity impacts consumer behavior. Cultural identity can be approached as national vs. global identity, or as local vs. global identity, or from a position of the global citizenship.

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Section: Methodsmentioning

confidence: 99%

“…Using the local-global identity scale for segmentation and positioning (Gammoh, Koh, & Okoroafo, 2011) [6] high vs. low belief in global citizenship (BGC)…”

Section: Surveys and Experimentsmentioning

confidence: 99%

Section: Consumer Differencesmentioning

confidence: 99%

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The «4Cs» of cultural diversity in consumer research: a literature review and research agenda

Ivanov¹

2016

EJMI

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“…Nivea's move to male segments -Nivea Men; Johnson and Johnson baby soap positioned to adults). For example, a parent brand positioned as 'utilitarian' introducing a 'hedonic' sub-brand (Noseworthy & Trudel, 2011), a company at the centre of criticism for unethical activities introducing an 'ethically' positioned sub-brand (Sagar, Khandelwal, Mittal, & Singh, 2011), a parent brand with an identified brand personality dimension introducing a subbrand with a vastly different personality (Aaker, 1997) and a parent company positioned as low tech moving to high tech with a sub-brand (Gammoh, Koh, & Okoroafo, 2011) are examples of positioning strategies that may be considered low in positioning congruity ( Figure 1). Areni 6 attention (Alden, Steenkamp, & Batra, 1999).…”

Section: Brand Positioning Congruitymentioning

confidence: 99%

Generic, genuine, or completely new? Branding strategies to leverage new products

Rahman

Areni

2013

Journal of Strategic Marketing

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This research presents a framework for branding new products that distinguishes between combining a parent brand with a generic sub-brand that is little more than product category identifier, combining a parent brand with a genuine sub-brand that creates associations unique to the new product, and developing a completely new brand with no reference to the parent brand. Within the framework, branding strategies for new products depend on the fit of the new product category with product categories in which the parent brand already exists, and the congruity of the positioning strategy of the new product with the current positioning of the parent brand. Discussing examples from various industries in multiple countries, this research identifies a number of factors that influence product category fit and brand positioning congruency, and hence, determine how much product-specific brand equity is necessary to leverage the launch of the new product.

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“…For both academia and the IFSI, the author provided useful knowledge in strategically using market segmentation to position IFS in the global market. Gammoh et al (2011) examined the impact of global consumer culture positioning (GCCP) in comparison to local consumer culture positioning (LCCP) strategies on consumer evaluations of a new unknown brand. They support the effectiveness of such strategies as demonstrated by overall improvement in subjects' attitudinal evaluations of the fictitious brand when GCCP is used relative to the use of LCCP.…”

Section: Review Of Literaturementioning

confidence: 99%

Brand positioning of ayurvedic medicine in Indian milieu

Lakshmi

Jasim²,

Prabhakar

et al. 2017

IJBEX

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Abstract:In this research study, we analyse the position of the ayurveda medicine and factors affecting the positioning of the ayurveda medicine and also provide suggestions to them how to positioning their products or services. The type of research design used in this research is descriptive in nature. The primary data was collected for the present study by structured questionnaire to the patients. Final study was conducted with 202 patients in Tamil Nadu. The results of the study have indicated that companies should spend in their research and development department to develop the medicines having quicker response. Companies should take the consumer preference while preparing the medicines. The company need to start more campaign programmes in rural and urban areas so that public awareness towards the therapy may increase. The company should promote the product through visual media advertisement and print media advertisement.

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Consumer culture brand positioning strategies: an experimental investigation

Cited by 54 publications

References 15 publications

The «4Cs» of cultural diversity in consumer research: a literature review and research agenda

The «4Cs» of cultural diversity in consumer research: a literature review and research agenda

Generic, genuine, or completely new? Branding strategies to leverage new products

Brand positioning of ayurvedic medicine in Indian milieu

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