The Hegemony of Global Brands: Brands, Globalization, and Local Cultures

2018 ◽  
pp. 205-217
Author(s):  
Umashankar Venkatesh
Keyword(s):  
Global Brands ◽  
Local Cultures

How do consumers from developed regions evaluate global brands from emerging countries? An investigation from the perspective of global–local identity

2018 ◽  
Vol 1 (1) ◽  
pp. 2-21 ◽  
Author(s):  
Xiaoling Guo ◽  
Ying-yi Hong
Keyword(s):  
Emerging Countries ◽  
Local Identity ◽  
Developed Country ◽  
Global Identity ◽  
Content Type ◽  
Global Brands ◽  
Global Brand ◽  
Global And Local ◽  
Practical Implications ◽  
Local Cultures

Purpose While an increasing number of global brands are of emerging country origin, research about emerging global brands remains scare. The purpose of this paper is to provide the first theoretical effort to understand how consumers in the developed regions evaluate global brands from emerging countries. Building on globalization and social identity theory, the paper aims to shed light on the effect of global identity on consumer attitude toward emerging global brands, the process of such effect, and the boundary condition for it as well. Design/methodology/approach The authors used two non-student surveys in the USA and UK in which respondents’ global identity was measured and two laboratory experiments in which respondents’ global identity was primed. The operationalization of dependent variables is also divergent, either directly measuring attitude toward the global brands from developing countries or measuring consumer relative evaluation. Convergent results were reported from four studies. Findings The results show that when consumers’ global (vs local) identity is accessible, those from developed regions will show more favorable evaluations of global brands from emerging countries. And this effect is mediated by the positive association between global identity and globalization. Further, this effect emerged when consumers view global and local cultures as compatible with each other but disappeared when consumers view global and local cultures as oppositional to each other. Practical implications The findings have practical implications for global brand marketers from emerging economies to enter developed country markets, and to make their brands real global. Specifically, global identity consumers should be targeted and the compatible view of global and local cultures should be pronounced. Originality/value Focusing on global brands from emerging countries, this paper examines the global identity effect in developed country markets for the first time. The finding add new knowledge to the literature of globalization, global branding, and assimilation effect of global identity, and help to reconcile the heated debate on whether country of origin is still relevant to the globalized world.

Popes, Saints, Beato Bones and other Images at War

2011 ◽  
Vol 5 (3) ◽  
pp. 337-364
Author(s):  
Kristin Norget
Keyword(s):  
San Francisco ◽  
Catholic Church ◽  
Roman Catholic ◽  
Moral Authority ◽  
Roman Catholic Church ◽  
Critical Examination ◽  
Peripheral Populations ◽  
New Strategy ◽  
Catholic History ◽  
Local Cultures

This article explores new political practices of the Roman Catholic Church by means of a close critical examination of the beatification of the Martyrs of Cajonos, two indigenous men from the Mexican village of San Francisco Cajonos, Oaxaca, in 2002. The Church’s new strategy to promote an upsurge in canonizations and beatifications forms part of a “war of images,” in Serge Gruzinski’s terms, deployed to maintain apparently peripheral populations within the Church’s central paternalistic fold of social and moral authority and influence, while at the same time as it must be seen to remain open to local cultures and realities. In Oaxaca and elsewhere, this ecclesiastical technique of “emplacement” may be understood as an attempt to engage indigenous-popular religious sensibilities and devotion to sacred images while at the same time implicitly trying to contain them, weaving their distinct local historical threads seamlessly into the fabric of a global Catholic history.

PERBANDINGAN CERITA “MAHLIGAI KELOYANG” DAN “KOBA MALIN DEMAN”

2017 ◽  
Vol 7 (1) ◽  
pp. 97
Author(s):  
Sri Sabakti
Keyword(s):  
Cultural Values ◽  
Research Method ◽  
Social Values ◽  
Comparative Method ◽  
Moral Values ◽  
Religious Values ◽  
Similarities And Differences ◽  
Local Cultures

Many folklores have same motives, but different in development adjust to the community that support the story. Differences in the development of the story in folklore shows the influences of local cultures to the storyteller. The differences cause various versions of folklore. It is also seen in folklore Mahligai Keloyang from Indragiri Hulu Regency and Koba Malin Deman from Rokan Hulu Regency. Therefore, this study aimed to find the similarities and the differences of the two folklores. The analysis of the similarities and differences of The legend Mahligai Keloyang and Koba Malin Deman applied dynamic structuralism theory, the theory which does not only emphasizes the intrinsic elements, but also pay attention to extrinsic elements in literature. Due to the fact that the study was also intended to compare two folklores, the research method used is descriptive comparative method. Based on the analysis of the structure of the story, it is found that there are similarities and differences in the stories Mahligai Keloyang and Koba Malin Deman which includes elements of the theme, the characters, the settings, and the plots. Based on the analysis of the cultural values in the folklores, some similarities and differences of religious values, moral values, and social values are found.AbstrakBanyak cerita rakyat yang mempunyai motif yang sama, tetapi berbeda pengembangannya disesuaikan dengan masyarakat pendukung cerita tersebut. Perbedaan pengembangan cerita dalam cerita rakyat memperlihatkan adanya pengaruh budaya lokal kepada si pencerita. Perbedaan itulah yang menimbulkan berbagai versi cerita rakyat. Hal ini juga terlihat dalam cerita rakyat “Mahligai Keloyang” dari Kabupaten Indragiri Hulu dan “Koba Malin Deman” dari Kabupaten Rokan Hulu. Oleh karena itu, penelitian ini bertujuan untuk menemukan persamaan dan perbedaan kedua cerita rakyat tersebut. Analisis terhadap persamaan dan perbedaan cerita legenda “Mahligai Keloyang” dan “Koba Malin Deman” dilakukan dengan menggunakan teori strukturalisme dinamik, yaitu teori yang tidak hanya menekankan pada unsur-unsur intrinsik, tetapi juga memerhatikan unsur ekstrinsik dalam karya sastra. Karena penelitian ini juga bermaksud membandingkan dua cerita rakyat, metode penelitian yang digunakan adalah metode deskriptif komparatif. Berdasarkan analisis struktur cerita didapati bahwa persamaan dan perbedaan yang terdapat dalam cerita “Mahligai Keloyang” dan “Koba Malin Deman” meliputi unsur tema, tokoh, latar, dan alur. Mealui analisis nilai budaya pada kedua cerita rakyat tersebut diperoleh persamaan dan perbedaan tentang nilai agama, nilai moral, dan nilai sosial.

scholarly journals Homesickness and Socio-Cultural Adaptation towards Perceived Stress among International Students of a Public University in Sabah: An Exploration Study for Social Sustainability

2021 ◽  
Vol 13 (9) ◽  
pp. 4924
Author(s):  
Balan Rathakrishnan ◽  
Soon Singh Bikar Singh ◽  
Mohammad Rahim Kamaluddin ◽  
Mohd Fahmi Ghazali ◽  
Azizi Yahaya ◽  
...  
Keyword(s):  
International Students ◽  
Perceived Stress ◽  
Cultural Adaptation ◽  
Social Life ◽  
Social Sustainability ◽  
Public University ◽  
Overseas Students ◽  
Negative Impacts ◽  
The University ◽  
Local Cultures

When adolescents go overseas to study, they have to face the challenge of adapting to local cultures, homesickness, and dealing with the stress. This study aimed to investigate the socio-cultural adaptation, homesickness, and perceived stress among international students in relation to social sustainability in a public university in Sabah, Malaysia. This research also related how international students manage both positive and negative impacts on their social life in university. The study included all international students in that university except Bruneian and Indonesian students. The sample group comprised 100 male and 100 female students. This study used four questionnaires: (i) Perceived Stress Scale, (ii) Homesickness Scale, (iii) Socio-cultural Adaptation Scale, and (iv) Revised Sociocultural Adaptation Scale. The results indicated that the socio-cultural adaptation and perceived stress levels were significantly correlated, r (198) = 0.354, p < 0.05. The level of homesickness and perceived stress were also significantly correlated, r (198) = 0.314, p < 0.05. The outcome of this study can help overseas students lead better lives abroad, while the university can arrange relevant activities to help them better adapt to local cultures and perceive less stress. The present study underlined the importance of increasing socio-cultural adaptation and social sustainability and decreasing homesickness among international students studying at the public university in Sabah.

scholarly journals Shakespeare and Keraliyatha: Romeo and Juliet, adaptation, and South Indian cinemas

2021 ◽  
pp. 018476782199998
Author(s):  
Mark Thornton Burnett
Keyword(s):  
Romeo And Juliet ◽  
South Indian ◽  
Local Cultures

This article discusses two Romeo and Juliet adaptations from Kerala, Annayum Rasoolum (dir. Rajeev Ravi, 2013) and Eeda (dir. B. Ajithkumar, 2018). Both films situate the lovers in a regional milieu which challenges notions of progress, as representations of political and religious contest suggest. Taking Ratheesh Radhakrishnan’s claim that the Malayalam film prioritises Keraliyatha or ‘Kerala-ness’, I suggest that songs and rituals are crucial to the films’ imagining of the lovers in relation to local cultures. Annayum Rasoolum and Eeda hold out the prospect of different futures, yet, ultimately, fall back on ambiguated conclusions and spectacles of separation and precarity.

scholarly journals Affordances-Based Brand Relations: An Inquire on Memetic Brands on Instagram

2021 ◽  
Vol 7 (2) ◽  
pp. 205630512110213
Author(s):  
Alessandro Caliandro ◽  
Guido Anselmi
Keyword(s):  
Social Media ◽  
Point Of View ◽  
Brand Communities ◽  
Empirical Results ◽  
Global Brands ◽  
Technical Architecture ◽  
Social Media Platforms ◽  
Compositional Changes

In this article, we argue that, in an era of platformization of culture, social media users tend to relate with brands through modalities that are more informed by platforms’ affordances (i.e., by the technical architecture of and participatory cultures thriving on social media platforms), rather than shared systems of values and meanings promulgated within brand communities or influencers’ fandoms. Our argument grounds on an analysis of 757,776 Instagram posts related to six global brands, through which we show how users create branded content by following and reproducing a memetic logic. Drawing on our empirical results and Limor Shifman’s theory of Internet memes, we introduce the notion of memetic brands. Memetic brands are collections of branded social media posts, which derive from a standard branded template that repeats from user to user with small compositional changes at every iteration and on top of which users attach expressions of their vernacular creativity. In the process, memetic brands vehiculate a hypersignification, that is, an implicit discourse on fluid and situational consumption. Through the concepts of affordances-based brand relations and memetic brands, the article contributes (from a theoretical and methodological point of view) to the emerging literature on platformization of culture.

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