KOREASCHOLAR

VOTING WITH YOUR WALLET: ON THE RELATIONSHIP BETWEEN POLITICAL IDEOLOGY AND GLOBAL BRAND PERFORMANCE

Timo Mandler, Burcu Sezen, Andres Alberto Barrios Fajardo, Jieke Chen
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422956
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.940
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Many companies seek to position their brands as global players to benefit from favorable quality and prestige inferences. Yet, recent research calls into question whether global brand positioning strategies are invariably beneficial. In many Western markets, the political environment becomes increasingly tense, with nationalism and ethnocentrism on the rise. Against this background, we seek to answer the question: How does political ideology influence the effectiveness of global brand positioning strategies? Do global brand positioning strategies create more value in liberal or conservative environments?

Author
  • Timo Mandler(TBS Business School, France)
  • Burcu Sezen(Universidad de los Andes, Colombia)
  • Andres Alberto Barrios Fajardo(Universidad de los Andes, Colombia)
  • Jieke Chen(Leeds University Business School, United Kingdom)