Reinforcing Cultural Identity by Appealing to Local Cultural Cues: National Identity Formation and Consumption in High-Context Cultures |
| |
Authors: | Erdener Kaynak Ali Kara |
| |
Institution: | 1. Pennsylvania State University at Harrisburg , Middletown , Pennsylvania , USA;2. Pennsylvania State University at York , York , Pennsylvania , USA |
| |
Abstract: | Traditionally, U.S. firms have successfully used American appeal (hard-sell approach) as a unique selling proposition in Europe, Japan and in the developing world. However, the anti-American sentiments around the world due to the Iraqi and Afghan wars and recent upheavals in the Middle East and North Africa have negatively influenced consumer judgments about American-labeled global brands in international markets during the last decade. Such consumer perceptions may lead to a favorable environment for new competitors to emerge in specific markets, and these products may take significant market share away from global U.S. brands. |
| |
Keywords: | cultural identity advertising campaigns high-context cultures religiosity and consumption Cola Turka nationalism critical case method |
|
|