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Reflections on defining global brands, fragmentation and segmentation, and the emergence of richer brandscapes

Jan-Benedict Steenkamp (Department of Marketing, UNC Chapel Hill, Chapel Hill, North Carolina, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 26 February 2019

Abstract

Purpose

The purpose of this paper is to present a response to papers written by Professors Samiee, Belk and Özsomer as commentary pieces on my original paper, “The uncertain future of globalization: implications for global consumer culture and global brands.”

Design/methodology/approach

The paper is in the form of an essay.

Findings

The commentaries highlight many areas of agreement with the overall thrust of the original paper, and also pinpoint novel and important additional avenues for reflection and research.

Originality/value

The paper builds on the commentaries, identifying additional ways forward for the field.

Keywords

Citation

Steenkamp, J.-B. (2019), "Reflections on defining global brands, fragmentation and segmentation, and the emergence of richer brandscapes", International Marketing Review, Vol. 36 No. 4, pp. 553-555. https://doi.org/10.1108/IMR-12-2018-0356

Publisher

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Emerald Publishing Limited

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