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Away from Home: How Little Emperors Travel with Global Brands? Core and Contextual Meanings of Global Brands

Cappellini, Benedetta, Hosany, S., Yen, Dorothy, Yu, Q. (2016) Away from Home: How Little Emperors Travel with Global Brands? Core and Contextual Meanings of Global Brands. In: 2016 Global Marketing Conference at Hong Kong Proceedings. 2016 GMC at Hong Kong Proceedings. (413). Global Alliance of Marketing & Management Associations (doi:10.15444/GMC2016.04.05.02) (KAR id:70536)

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This interpretive and longitudinal study investigates how a group of Chinese students consume global brands of American origins, in China and in the UK. More specifically, this research examines how meanings attached to global food brands travel abroad with consumers and investigates the relationship between brand consistency and brand meanings across national boundaries. Findings from a thematic analysis of longitudinal data collected through focus group interviews over a nine-month period, reveal that some brand meanings are context and culture specific (contextual meanings) while others meanings travel with consumers across borders (core meanings). Theoretically, this study shows how global brands provide a platform of structural meanings, ideas and practices that are global and globalising in themselves, allowing a degree of fluidity and adaptation in relation to the local context of consumption.

Item Type: Conference or workshop item (Proceeding)
DOI/Identification number: 10.15444/GMC2016.04.05.02
Uncontrolled keywords: travelling consumers, global brands, brand meanings, brand consistency, Little Emperors
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School
Depositing User: Qionglei Yu
Date Deposited: 01 Dec 2018 17:17 UTC
Last Modified: 10 Feb 2020 04:10 UTC
Resource URI: (The current URI for this page, for reference purposes)
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