Attitudes Toward Global and Local Consumer Culture and the Meanings of Brands

Abstract While the rapid worldwide integration has facilitated the emergence of global consumer culture (GCC), local consumer culture (LCC) still holds a strong influence. Brands, be they global or local, are critical marketplace resources in consumer culture for constructing individual and collective identities. As attitudes toward GCC and LCC guide consumers’ choice between global and local brands, the article addresses which brand meanings (functions) drive the choice and use of brands by consumers embracing GCC/LCC. Theoretically, I advance the literature by connecting GCC/LCC and reactions to brand stimuli. Specially, I examine correlations between the two attitudinal constructs and the salience of four brand meanings: quality, personal identity (self-identity, group-identity, and status), values (similar to social responsibility), and traditions. The results suggest that global brands should focus on personal identity, but not quality in positioning and communications. Local brands should develop their iconic status through ties with tradition and heritage, but not by personal identity. Thus, personal identity and traditions are the most important brand associations to be utilized by global and local brands.