Even cowboys get the blues

Date of publication: November 10, 2002

Company: Flamingo

Abstract:

This paper sets out to argue that the influence American culture exerts on (young adult) European consumers is showing signs of decline, as a result of a decline in the relevance of the values of the 'America Brand', as currently expressed. It provides an explanation for this phenomenon, with examples from a number of areas. The paper also points to some of the implications for marketing, leading to hypotheses about how brand owners can best define and communicate their brand's values to Europeans against this backdrop.

David Burrows

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Sarah Castell

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