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Advancing global consumer culture research

Magnusson, Peter; Westjohn, Stanford A. - In: International Marketing Review 36 (2019) 4, pp. 593-597

Purpose: This paper provides a perspective to the article by Cleveland and Bartsch in this issue. The purpose of this paper is to focus on examining objective global brand performance data in four industries and discuss the practicality of global vs country-level marketing strategy....

Persistent link: https://www.econbiz.de/10012072576

Conceptualizing and operationalizing local and global cultural identities: a comment

Westjohn, Stanford A.; Magnusson, Peter - In: International Marketing Review 36 (2019) 5, pp. 633-636

Purpose: The purpose of this paper is to provide a perspective on the Strizhakova and Coulter article in this issue, with particular focus on the conceptualization of local and global identities. Findings: Strizhakova and Coulter (2019) offer valuable service in their discussion of the...

Persistent link: https://www.econbiz.de/10012072592

The influence of regulatory focus on global consumption orientation and preference for global versus local consumer culture positioning

Westjohn, Stanford A.; Arnold, Mark J.; Magnusson, Peter; … - In: Journal of international marketing 24 (2016) 2, pp. 22-39

Persistent link: https://www.econbiz.de/10011500430

Eastern versus Western culture pricing strategy : superstition, lucky numbers, and localization

Westjohn, Stanford A.; Roschk, Holger; Magnusson, Peter - In: Journal of international marketing 25 (2017) 1, pp. 72-90

Persistent link: https://www.econbiz.de/10011656789

Does the value of global brands apply to both foreign and domestic-based global brands?

Westjohn, Stanford A.; Magnusson, Peter; Zhou, Joyce X. - In: Entrepreneurship in international marketing, (pp. 267-286). 2015

Persistent link: https://www.econbiz.de/10010493026

Beyond country image favorability : how brand positioning via country personality stereotypes enhances brand evaluations

Magnusson, Peter; Westjohn, Stanford A.; Sirianni, Nancy J. - In: Journal of international business studies : JIBS ; an … 50 (2019) 3, pp. 318-338

Persistent link: https://www.econbiz.de/10012006998

An examination of the interplay between corporate social responsibility, the brand's home country, and consumer global identification

Magnusson, Peter; Westjohn, Stanford A.; Zdravkovic, Srdan - In: International marketing review 32 (2015) 6, pp. 663-685

Persistent link: https://www.econbiz.de/10011517593

The role of cultural intelligence in marketing adaptation and export performance

Magnusson, Peter; Westjohn, Stanford A.; Semenov, Alexey V. - In: Journal of international marketing 21 (2013) 4, pp. 44-61

Persistent link: https://www.econbiz.de/10010233208

Technology readiness and usage : a global-identity perspective

Westjohn, Stanford A.; Arnold, Mark J.; Magnusson, Peter; … - In: Journal of the Academy of Marketing Science 37 (2009) 3, pp. 250-265

Persistent link: https://www.econbiz.de/10003899576

Further clarification on how perceived brand origin affects brand attitude : a reply to Samiee and Usunier

Magnusson, Peter; Westjohn, Stanford A.; Zdravkovic, Srdan - In: International marketing review 28 (2011) 5, pp. 497-507

Persistent link: https://www.econbiz.de/10009305310