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VOTING WITH YOUR WALLET: ON THE RELATIONSHIP BETWEEN POLITICAL IDEOLOGY AND GLOBAL BRAND PERFORMANCE
Timo Mandler,Burcu Sezen,Andres Alberto Barrios Fajardo,Jieke Chen 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
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?