Abstract:
In our complex and changing world, models which can help guide our marketing processes and thinking are extremely valuable. We consider here the application of a recently developed model to the management of transnational brands and the development of advertising. The paper opens with a brief description of Mary Goodyearâs consumerisation continuum model, and we then discuss its application to stewarding transnational brands. We explore in detail the effect of the modern media communications scene on consumersâ beliefs and attitudes and suggest that this can provide further opportunities for applying the model transnationally.
This could also be of interest:
Research Papers
Consumers' preference for retailer's brands
Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Catherine Lewi, Jean-Nöel Kapferer
 
June 15, 1996
Research Papers
Brands and consumers co-creation
Catalogue: Qualitative 2009: The Evolving Human
Authors: Fabio Paiva, Carla Mayumi
Companies: PepsiCo, Box1824
November 19, 2009
Research Papers
Targeting consumers for new brands
Catalogue: ESOMAR Customer Relationship Management Conference 2002
Author: James Miller
Company: Nielsen
March 17, 2002
