Consumer Identity and Global Branding Strategies


Essay, 2021

17 Pages, Grade: 98

Anonymous


Abstract or Introduction

Consumer trends have undergone through constant changes over the last few years as globalisation continues to influence consumption behaviours. A modern-day shopping mall in Shanghai, such as ALDI, offers a comparable customer experience as ALDI's store in Germany. This trend transcends in many other shopping malls globally due to globalised retail stores and product lines.

Online market spaces also provide parallel browsing and e-consumption experiences globally. Shavitt and Barnes (2020) postulate that new consumption behaviours and preferences depict globalised trends and convergences, especially in the retail sector. Despite these commonalities, the concept of global consumer identity manifests unique features that have considerable impacts on consumption behaviours at regional and global scales.

Details

Title
Consumer Identity and Global Branding Strategies
Course
Bs. economics
Grade
98
Year
2021
Pages
17
Catalog Number
V1276183
ISBN (Book)
9783346732996
Language
English
Keywords
consumer, identity, global, branding, strategies
Quote paper
Anonymous, 2021, Consumer Identity and Global Branding Strategies, Munich, GRIN Verlag, https://www.grin.com/document/1276183

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