Abstract
Due to increasing globalization and leveled down trade barriers between countries, companies can internationalize faster than ever before. Consequently, the creation of a global brand is becoming more and more important to businesses as they try to reach out to a global consumer culture. As the competition gets tougher in international domain, companies need to create positive connections in the target consumers’ mind and have a clear positioning strategy. Carefully planned positioning strategies help establish brand equity and maintain consumers in the long term. In this study, global brand positioning is studied through advertisements in in-flight magazines for airlines from Germany and the United States. A consumer-based typology is used to identify and compare the positioning strategies used by the companies that advertise their products in these global magazines. The findings indicate that in-flight magazines from both of these domains utilize customer-derived positioning strategies in order to create consumer-based brand equity and strong consumer loyalty.
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© 2018 Academy of Marketing Science
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Blankson, C., Ertekin, S., Lohse, C. (2018). Global Positioning Strategies: A Comparison of Positioning Strategies Used in German and American Airline Magazine Advertisements: An Abstract. In: Krey, N., Rossi, P. (eds) Back to the Future: Using Marketing Basics to Provide Customer Value. AMSAC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-66023-3_155
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DOI: https://doi.org/10.1007/978-3-319-66023-3_155
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-66023-3
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