Advancing global consumer culture research

Abstract

Purpose

This paper provides a perspective to the article by Cleveland and Bartsch in this issue. The purpose of this paper is to focus on examining objective global brand performance data in four industries and discuss the practicality of global vs country-level marketing strategy.

Design/methodology/approach

Drawing on data from Euromonitor, the analysis evaluates global brand performance in four industries over the last decade.

Findings

In most industries, global brands are less dominant than what is often assumed.

Originality/value

This commentary aims to bring a new perspective to the global consumer culture discussion and may spur valuable future research on the topic.

Citation

Magnusson, P. and Westjohn, S.A. (2019), "Advancing global consumer culture research", International Marketing Review, Vol. 36 No. 4, pp. 593-597. https://doi.org/10.1108/IMR-11-2018-0333