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?

• 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)