Reinforcing Cultural Identity by Appealing to Local Cultural Cues: National Identity Formation and Consumption in High-Context Cultures

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Traditionally, U.S. firms have successfully used American appeal (hard-sell approach) as a unique selling proposition in Europe, Japan and in the developing world. However, the anti-American sentiments around the world due to the Iraqi and Afghan wars and recent upheavals in the Middle East and North Africa have negatively influenced consumer judgments about American-labeled global brands in international markets during the last decade. Such consumer perceptions may lead to a favorable environment for new competitors to emerge in specific markets, and these products may take significant market share away from global U.S. brands.

Original languageEnglish (US)
Pages (from-to)86-113
Number of pages28
JournalJournal of Promotion Management
Issue number1
Publication statusPublished - Jan 1 2013


All Science Journal Classification (ASJC) codes

  • Marketing

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