Article Comments: “In Marketing Across Cultures: Are You Enlightening the World or are You Speaking in Tongues?”

Oosthuizen’s article presents a helpful synopsis of the considerations necessary for designing a meaningful and adaptable brand image in the age of globalization. It touches on many of the challenges and approaches to designing marketing messages that companies still face when building a brand image. Challenges that seasoned consultants and brand experts still talk about to this day (Steenkamp 2017). An interesting blend of semiotics and cognitive science, Oosthuizen’s article is helpful for anyone who wants to dip their feet in the complexities of building a truly global brand. … More Article Comments: “In Marketing Across Cultures: Are You Enlightening the World or are You Speaking in Tongues?”

Article Comments: “Why and When Consumers Prefer Products of User-Driven Firms: A Social Identification Account”

User-generated products create greater value for companies, not just through creating better products, but by adding to the brands’ intangible value – consumers associate more positively with user-designed products through a kind of “vicarious identification” (2015: 1978) with the user-designers. However, the process also works in reverse if users feel too dissimilar to the social group of participating users. … More Article Comments: “Why and When Consumers Prefer Products of User-Driven Firms: A Social Identification Account”