Global Consumer Culture Positioning: The Use of Global Consumer Culture Positioning Appeals Across Four European Countries

This study proposes a framework of advertising appeals which could be used to express global consumer culture positioning (GCCP) strategy in advertising. The paper examines the use of such appeals in print advertising from four European countries comparing 847 advertisements for durable and non-durable goods from Poland, Hungary, Ireland and the UK. Contrary to expectations, GCCP appeals were more often used in advertisements for non-durable goods than durable goods. The study confirmed the expectation that GCCP appeals would be more frequently used in advertising in less developed markets than in more developed markets. The proposed framework of GCCP appeals may be useful to practitioners wishing to use this positioning strategy. This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Euromarketing on July 2014, available online: http://www.tandfonline.com/10.9768/0023.03.059