The purpose of this paper is to build on Steenkamp’s reflections, and introduce emerging and important developments that are shaping the global landscape and influencing global consumer culture (GCC) and global brands (GBs).
The paper is a thought piece.
The implications for GCC and GBs are discussed in the context of digital networked technologies, new brands from emerging markets and the digitally connected bottom of the pyramid consumers.
The paper suggests areas where research value can be added within the GCC and global branding literatures.
Özsomer, A. (2019), "Some recent influences on global consumer culture: Digital networked technologies, emerging market brands and bottom of the pyramid consumers", International Marketing Review, Vol. 36 No. 4, pp. 548-552. https://doi.org/10.1108/IMR-11-2018-0315
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