Some recent influences on global consumer culture: Digital networked technologies, emerging market brands and bottom of the pyramid consumers

Abstract

Purpose

The purpose of this paper is to build on Steenkamp’s reflections, and introduce emerging and important developments that are shaping the global landscape and influencing global consumer culture (GCC) and global brands (GBs).

Design/methodology/approach

The paper is a thought piece.

Findings

The implications for GCC and GBs are discussed in the context of digital networked technologies, new brands from emerging markets and the digitally connected bottom of the pyramid consumers.

Originality/value

The paper suggests areas where research value can be added within the GCC and global branding literatures.

Citation

Özsomer, A. (2019), "Some recent influences on global consumer culture: Digital networked technologies, emerging market brands and bottom of the pyramid consumers", International Marketing Review, Vol. 36 No. 4, pp. 548-552. https://doi.org/10.1108/IMR-11-2018-0315