Brands: culture, leadership and differentiation: testing the effectiveness of highly performance-oriented appeal in four European countries.

This study examined the effectiveness of global consumer culture positioning strategy executed via highly performance-oriented appeal across four European countries. An advertising appeal that is favourably perceived in different markets should be a suitable candidate for use as part of a standardised strategy. The results indicate homogeneous acceptance of examined appeal. This is an Accepted Manuscript of a book chapter published by Routledge in Contemporary issues in branding on 04/12/2019, available online: https://www.routledge.com/Contemporary-Issues-in-Branding-1st-Edition/Foroudi-Palazzo/p/book/9781138368545