{"id":"https://openalex.org/W2593214229","doi":null,"title":"Advertising producers' localization of global brands: Glocalization, storytelling, and audience construction","display_name":"Advertising producers' localization of global brands: Glocalization, storytelling, and audience construction","publication_year":2016,"publication_date":"2016-01-01","ids":{"openalex":"https://openalex.org/W2593214229","mag":"2593214229"},"language":"en","primary_location":{"id":"pmh:oai:scholarshare.temple.edu:20.500.12613/3268","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/20.500.12613/3268","pdf_url":"http://hdl.handle.net/20.500.12613/3268","source":{"id":"https://openalex.org/S4306402624","display_name":"TUScholarShare (Temple University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I84392919","host_organization_name":"Temple University","host_organization_lineage":["https://openalex.org/I84392919"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Thesis/Dissertation"},"volume":null,"type":"dissertation","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"http://hdl.handle.net/20.500.12613/3268","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5010499411","display_name":"Susannah Kimberly McMonagle","orcid":"https://orcid.org/0000-0001-8863-0178","observed_orcids":["https://orcid.org/0000-0001-8863-0178"]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Susannah Kimberly McMonagle","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5010499411"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.6244999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.6244999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14035","display_name":"Literature, Culture, and Aesthetics","score":0.21080000698566437,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10415","display_name":"International Business and FDI","score":0.04729999974370003,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/glocalization","display_name":"glocalization","score":0.9819999933242798},{"id":"https://openalex.org/keywords/global-advertising","display_name":"global advertising","score":0.7170000076293945},{"id":"https://openalex.org/keywords/brand-localization","display_name":"brand localization","score":0.8650000095367432},{"id":"https://openalex.org/keywords/storytelling","display_name":"storytelling","score":0.7070000171661377},{"id":"https://openalex.org/keywords/audience-construction","display_name":"audience construction","score":0.9879999756813049},{"id":"https://openalex.org/keywords/advertising-campaign-development","display_name":"advertising development","score":0.41100001335144043},{"id":"https://openalex.org/keywords/global-mindset","display_name":"global mindset","score":0.6060000061988831},{"id":"https://openalex.org/keywords/global-consumers","display_name":"global consumers","score":0.6940000057220459},{"id":"https://openalex.org/keywords/airbnb","display_name":"Airbnb","score":0.43299999833106995},{"id":"https://openalex.org/keywords/under-armour","display_name":"Under Armour","score":1.0}],"concepts":[{"id":"https://openalex.org/C2295859","wikidata":"https://www.wikidata.org/wiki/Q748496","display_name":"Glocalization","level":3,"score":0.8789691925048828},{"id":"https://openalex.org/C2776538412","wikidata":"https://www.wikidata.org/wiki/Q989963","display_name":"Storytelling","level":3,"score":0.7731876373291016},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6420141458511353},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4544757008552551},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.24972018599510193},{"id":"https://openalex.org/C2119116","wikidata":"https://www.wikidata.org/wiki/Q7181","display_name":"Globalization","level":2,"score":0.2162306308746338},{"id":"https://openalex.org/C199033989","wikidata":"https://www.wikidata.org/wiki/Q1318295","display_name":"Narrative","level":2,"score":0.2065998613834381},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.14500901103019714},{"id":"https://openalex.org/C124952713","wikidata":"https://www.wikidata.org/wiki/Q8242","display_name":"Literature","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:scholarshare.temple.edu:20.500.12613/3268","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/20.500.12613/3268","pdf_url":"http://hdl.handle.net/20.500.12613/3268","source":{"id":"https://openalex.org/S4306402624","display_name":"TUScholarShare (Temple University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I84392919","host_organization_name":"Temple University","host_organization_lineage":["https://openalex.org/I84392919"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Thesis/Dissertation"},{"id":"mag:2593214229","doi":null,"is_oa":false,"landing_page_url":"https://scholarshare.temple.edu/handle/20.500.12613/3268","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"pmh:oai:scholarshare.temple.edu:20.500.12613/3268","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/20.500.12613/3268","pdf_url":"http://hdl.handle.net/20.500.12613/3268","source":{"id":"https://openalex.org/S4306402624","display_name":"TUScholarShare (Temple University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I84392919","host_organization_name":"Temple University","host_organization_lineage":["https://openalex.org/I84392919"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Thesis/Dissertation"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2593214229.pdf","grobid_xml":"https://content.openalex.org/works/W2593214229.grobid-xml"},"referenced_works_count":144,"referenced_works":["https://openalex.org/W30063858","https://openalex.org/W44088015","https://openalex.org/W44261230","https://openalex.org/W48654019","https://openalex.org/W193530667","https://openalex.org/W197669098","https://openalex.org/W217949918","https://openalex.org/W227679893","https://openalex.org/W262618374","https://openalex.org/W364196721","https://openalex.org/W369288961","https://openalex.org/W406004441","https://openalex.org/W562283074","https://openalex.org/W569919227","https://openalex.org/W596488910","https://openalex.org/W602905607","https://openalex.org/W605676690","https://openalex.org/W612580219","https://openalex.org/W627416618","https://openalex.org/W640122992","https://openalex.org/W647042769","https://openalex.org/W883522551","https://openalex.org/W894830425","https://openalex.org/W1484713017","https://openalex.org/W1488812500","https://openalex.org/W1493100116","https://openalex.org/W1502705486","https://openalex.org/W1502931771","https://openalex.org/W1511186454","https://openalex.org/W1513203562","https://openalex.org/W1533417243","https://openalex.org/W1540118036","https://openalex.org/W1540745000","https://openalex.org/W1541515907","https://openalex.org/W1547726827","https://openalex.org/W1558721996","https://openalex.org/W1566851511","https://openalex.org/W1567172554","https://openalex.org/W1573725747","https://openalex.org/W1580704179","https://openalex.org/W1596153059","https://openalex.org/W1599592659","https://openalex.org/W1600350826","https://openalex.org/W1602428062","https://openalex.org/W1606956864","https://openalex.org/W1707265446","https://openalex.org/W1967587989","https://openalex.org/W1968206439","https://openalex.org/W1968755157","https://openalex.org/W1968920205","https://openalex.org/W1976916517","https://openalex.org/W1978311462","https://openalex.org/W1981404628","https://openalex.org/W1983072116","https://openalex.org/W1983280126","https://openalex.org/W1984759356","https://openalex.org/W1985586364","https://openalex.org/W1986323970","https://openalex.org/W1999939245","https://openalex.org/W2001903157","https://openalex.org/W2003692856","https://openalex.org/W2004038836","https://openalex.org/W2004400415","https://openalex.org/W2004436699","https://openalex.org/W2005659267","https://openalex.org/W2011374760","https://openalex.org/W2016595307","https://openalex.org/W2020128728","https://openalex.org/W2021800364","https://openalex.org/W2022076761","https://openalex.org/W2024440167","https://openalex.org/W2033032953","https://openalex.org/W2038905085","https://openalex.org/W2041591116","https://openalex.org/W2048439333","https://openalex.org/W2049699116","https://openalex.org/W2056330418","https://openalex.org/W2056702213","https://openalex.org/W2057324667","https://openalex.org/W2065230471","https://openalex.org/W2067562289","https://openalex.org/W2067814316","https://openalex.org/W2068303401","https://openalex.org/W2070012464","https://openalex.org/W2070189828","https://openalex.org/W2071353621","https://openalex.org/W2072826637","https://openalex.org/W2074411850","https://openalex.org/W2077788593","https://openalex.org/W2081315955","https://openalex.org/W2091436650","https://openalex.org/W2092389354","https://openalex.org/W2094410982","https://openalex.org/W2102822129","https://openalex.org/W2109432929","https://openalex.org/W2110337553","https://openalex.org/W2111525323","https://openalex.org/W2118127404","https://openalex.org/W2120920881","https://openalex.org/W2123944152","https://openalex.org/W2124920394","https://openalex.org/W2133148071","https://openalex.org/W2146691185","https://openalex.org/W2147453069","https://openalex.org/W2152698366","https://openalex.org/W2153558508","https://openalex.org/W2158017947","https://openalex.org/W2158131764","https://openalex.org/W2165379068","https://openalex.org/W2171933695","https://openalex.org/W2172106301","https://openalex.org/W2186018182","https://openalex.org/W2209846153","https://openalex.org/W2300567117","https://openalex.org/W2316019158","https://openalex.org/W2319692557","https://openalex.org/W2320500820","https://openalex.org/W2330470042","https://openalex.org/W2335745814","https://openalex.org/W2342142979","https://openalex.org/W2413576142","https://openalex.org/W2417809005","https://openalex.org/W2513704345","https://openalex.org/W2566403772","https://openalex.org/W2598518388","https://openalex.org/W2798862961","https://openalex.org/W2800039105","https://openalex.org/W2808380255","https://openalex.org/W2903812468","https://openalex.org/W2921968936","https://openalex.org/W2993508940","https://openalex.org/W3046417381","https://openalex.org/W3109573431","https://openalex.org/W3116485752","https://openalex.org/W3122723699","https://openalex.org/W3125966789","https://openalex.org/W3141669067","https://openalex.org/W3152082180","https://openalex.org/W3213714422","https://openalex.org/W4200558553","https://openalex.org/W4229593231","https://openalex.org/W4234745305","https://openalex.org/W4241247528","https://openalex.org/W4249025682"],"related_works":["https://openalex.org/W3215144620","https://openalex.org/W4320338865","https://openalex.org/W2562826360","https://openalex.org/W3120957804","https://openalex.org/W7096284147","https://openalex.org/W7094014771","https://openalex.org/W4393162728","https://openalex.org/W7163668206","https://openalex.org/W2473880012","https://openalex.org/W7220883366"],"abstract_inverted_index":{"The":[0,86],"purpose":[1],"of":[2,35,88,118,165,228,259,268,346,395,411],"this":[3,89,166,217,257],"dissertation":[4,218],"is":[5],"to":[6,19,25,31,49,55,209,247,282,289,300,332,336,363,383,400],"1)":[7],"critically":[8],"explore":[9],"how":[10,58,73,94,115,141,314,327,371],"contemporary":[11],"advertisers":[12,80,235],"are":[13,134,144,379],"operating":[14],"within":[15,102,232],"a":[16,163,214,221,226,241,269,304,414],"glocal":[17,284,404],"framework":[18,285],"diffuse":[20],"product":[21,51],"information":[22,52,120],"and":[23,29,53,63,67,71,82,105,126,136,149,178,191,204,249,252,255,261,275,319,338,352,375,406],"branding":[24,54],"diverse,":[26],"distant":[27],"consumers;":[28,353],"2)":[30],"assess":[32],"the":[33,65,78,106,116,129,147,230,266,283,290,309,322,339,344,347,393,409],"implications":[34,253,356],"these":[36,59,142,388],"processes":[37,60,76,117,251,292,361],"for":[38,138],"consumer-audiences.":[39],"This":[40,112,169],"project":[41,113,170],"explores":[42,326],"what":[43,151,366],"approaches":[44],"global":[45,119,180,198,234,237,263,294,305,330,359,396,415],"advertising":[46,69,95,176,412],"producers":[47,96,295,315,328,351],"utilize":[48],"distribute":[50],"local":[56,127,384],"audiences,":[57,140],"then":[61],"impact":[62,77,122],"shape":[64],"creation":[66],"diffusion":[68,121,398],"campaigns,":[70],"lastly,":[72],"do":[74,301],"those":[75],"way":[79,130,227],"imagine":[81,97],"target":[83],"their":[84,98,100,110,317,320,333],"audiences.":[85,385],"findings":[87,389],"study":[90,223,243],"shed":[91,390],"light":[92,391],"on":[93,185,303,392,413],"work,":[99,104],"role":[101,318],"that":[103,287,293],"audiences":[107],"who":[108],"consume":[109],"products.":[111],"uncovers":[114],"partnerships":[123],"between":[124,254,350],"\u201cheadquarters\u201d":[125],"offices,":[128],"in":[131,277,298,403],"which":[132,233,312,325,342],"messages":[133,143],"adapted":[135],"localized":[137],"various":[139,262],"extolled":[145],"around":[146],"world,":[148],"conversely,":[150],"messages,":[152],"stories,":[153],"or":[154,160],"cultural":[155],"values":[156],"might":[157],"be":[158],"minimized":[159],"lost":[161],"as":[162,182,184,213,225],"result":[164],"current":[167],"environment.":[168],"draws":[171],"upon":[172],"in-depth":[173,211],"interviews":[174,212],"with":[175,197,220,272],"professionals":[177],"other":[179],"stakeholders,":[181],"well":[183],"industry":[186],"trade":[187],"reports,":[188],"press":[189],"articles,":[190],"academic":[192],"research.":[193],"Interviews":[194],"were":[195,369,373],"conducted":[196],"stakeholders":[199],"at":[200],"Airbnb,":[201],"Campbell":[202],"Soup,":[203],"Under":[205],"Armour.":[206],"In":[207],"addition":[208],"conducting":[210],"methodological":[215],"approach,":[216],"engages":[219],"case":[222],"logic":[224],"understanding":[229,358],"context":[231,367],"localize":[236],"brands.":[238],"Furthermore,":[239],"employing":[240],"multiple-case":[242],"approach":[244],"allowed":[245],"me":[246],"compare":[248],"contrast":[250],"amongst":[256],"trio":[258],"brands":[260],"producers,":[264],"balancing":[265],"intricacies":[267],"single":[270],"organization":[271],"larger":[273,401],"themes":[274],"trends":[276,402],"industrial":[278],"production.":[279],"Themes":[280],"related":[281],"emerged":[286],"spoke":[288],"complex":[291],"must":[296],"navigate":[297],"order":[299],"work":[302],"scale.":[306,416],"These":[307],"themes,":[308],"Global":[310,323,340],"Mindset,":[311],"considers":[313],"conceptualize":[316],"work;":[321],"Story,":[324],"tell":[329],"stories":[331],"consumers":[334],"(and":[335],"themselves);":[337],"Consumer,":[341],"illuminates":[343],"undercarriage":[345],"delicate":[348],"relationship":[349],"have":[354],"significant":[355],"because":[357],"production":[360],"helps":[362],"explain":[364],"under":[365],"campaigns":[368,378],"conceptualized,":[370],"decisions":[372],"made,":[374],"why":[376],"certain":[377],"more":[380,407],"culturally":[381],"relevant":[382],"Beyond":[386],"this,":[387],"nuances":[394],"brand":[397],"pointing":[399],"advertising,":[405],"broadly,":[408],"future":[410]},"counts_by_year":[],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2017-03-16T00:00:00"}
