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Purpose 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)… Click to show full abstract
Purpose 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). Design/methodology/approach The paper is a thought piece. Findings 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. Originality/value The paper suggests areas where research value can be added within the GCC and global branding literatures.
Journal Title: International Marketing Review
Year Published: 2019
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