Global Consumer Culture Positioning (GCCP): Reviews and Conceptual Framework

12 Pages Posted: 2 Dec 2012

See all articles by Yundong Huang

Yundong Huang

St. Edwards University; Murray State University

Date Written: December 9, 2010

Abstract

Alden, Steenkamp, and Batra (1999) first proposed Global Consumer Culture Positioning (GCCP) as an alternative advertising strategy comparing with Local Consumer Culture Positioning (LCCP) and Foreign Consumer Culture Positioning (FCCP). Since then, several important studies have been conducted and published in this field. It has become an emerging topic in international marketing research. This article provides a consolidated review of some selected articles related to GCCP and proposed a conceptual framework of GCCP that illustrate the correlations between GCCP and several potential factors.

Keywords: Global Consumer Culture Positioning

Suggested Citation

Huang, Yundong, Global Consumer Culture Positioning (GCCP): Reviews and Conceptual Framework (December 9, 2010). Available at SSRN: https://ssrn.com/abstract=2184046 or http://dx.doi.org/10.2139/ssrn.2184046

Yundong Huang (Contact Author)

St. Edwards University ( email )

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Murray State University ( email )

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