Local, Foreign and Global Consumer Culture Positioning: Strategy choices in Dutch television advertising

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A potentially effective way to position a brand is by referring to a specific local, foreign or global consumer culture in advertising campaigns (Alden, Steenkamp & Batra, 1999). Alden et al. (1999) and Aichner (2014) both developed distinct frameworks that allow for the identification of culture-specific elements and consumer culture positioning strategies in advertisements. However, no studies appear to have used these frameworks to analyze the full spectrum of possibilities to refer to a local, foreign or global consumer culture. Therefore, the present study investigated the use of culture-specific elements and consumer culture positioning strategies in advertising and the influence of product category and origin of the brand on the use of these phenomena. To investigate this, the content of 338 advertisements on Dutch primetime television was analyzed. The findings showed that the use of consumer culture positioning! strategi es was common. In particular, positioning a brand as being local was used extensively. In addition, the present study introduced a new methodology to analyze consumer culture positioning strategies. The findings can help scholars and practitioners in the field of international marketing to identify consumer culture positioning strategies and the factors on which these strategic choices depend.
Faculteit der Letteren