Reflections on global brands, global consumer culture and globalization

Purpose The purpose of this paper is to explore global brands, global consumer culture (GCC) and globalization, and offers a thesis in line with Steenkamp (2019) regarding the world's continued move toward greater integration. Design/methodology/approach The study examines the three concepts articulated by Steenkamp (2019): global brands, GCC and globalization. Findings Globalization is often thought of as a necessary condition for the existence of global brands and GCC. However, global brands existed long before the transition toward an increasingly integrated world. Further, global branding is related to the development of GCC as an intermarket segment. The paper also highlights the absence of an operational definition for global brands and the overemphasis on consumer brands as the drivers of much of the research in global branding and GCC. Originality/value The paper offers a different perspective on the GCC phenomenon, and identifies new avenues for future research.