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In this study, cultural diplomacy, which is a sub-branch of intercultural communication and public diplomacy in the perspective of public diplomacy, and the role played by children in the development of cultural diplomacy, in particular, were investigated. It has analysed the kind of contribution the practices that children are in the centre contribute to cultural diplomacy. As a result of this, it was determined that practices such as the ‘23 April National Sovereignty and Children's Day’, which are present in, for example, Turkey, contribute significantly to public diplomacy and intercultural communication. Moreover, in doing this, they have analysed the fact that being chosen as a child actor in public diplomacy has flexed the political approach among states and made the perception of propaganda less felt. As a result of the study, it has been determined that countries give children a central role in their cultural diplomacy practices. In addition, it has been understood that countries have established contact with many countries and societies in this way. In the case of Turkey, it has been determined that in the cultural diplomacy practices of Turkish organisations, mostly Muslim or Turkish origin countries invite their children to the events.

How do heretical social movements build and negotiate their collective identities? This chapter tackles this question by examining the case of an emerging social movement, the left-wing Islamists in contemporary Turkey, that cuts across the durable divide between Turkey’s left and Islam. Drawing on four months of fieldwork in Turkey, I argue that, in addition to activating the typical “us versus them” dynamic of contentious politics, the left-wing Islamists also rely on blurring the social and symbolic boundaries that govern political divides in the course of building their collective identities. Their social boundary blurring includes facilitating otherwise unlikely face-to-face conversations and mutual ties between leftists and Islamists and spearheading alliances on common grounds including anti-imperialism and labor. Their symbolic boundary blurring includes performing a synthesis of Islamist and leftist repertoires of contention and reframing Islamic discourse with a strong emphasis on social justice and oppositional fervor. The case of Turkey’s left-wing Islamists illuminates the process of boundary blurring as a key dimension of collective identity and alliance formation across divides.

The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived globalness, perceived local iconness and perceived authenticity.

A structured questionnaire was used for data collection. Systematic random sampling using the mall intercept technique was used to collect cross-sectional data from 836 customers in India. Hypotheses were tested by using structural equation modeling with AMOS 21.

The results demonstrate the significance of brand credibility on purchase intentions. Furthermore, brand globalness differentially influence brand credibility for global and domestic brands.

The findings provide key insights for marketers regarding consumer evaluation of global brands and domestic brands in emerging markets.

This study contributes to the literature by proposing and testing the key role of brand credibility in consumer choice of global brands versus domestic brands in an emerging market context.

The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market.

Two leading coffee shop brands – one local and one global – were analyzed with an emerging exploratory research technique – brand concept mapping (BCM) – to reveal their strong, favorable and unique associations leading them to market leadership.

The results indicate that, these two successful brands both have distinctive, yet relevant positions in their consumers’ mind. Local cultural experience is relevant for differentiating local brands, even if the coffee shop concept is globally imported. Global coffee shop brand, on the other hand, means membership to global middle income segment and is remembered as global fast coffee service.

The main limitation of this exploratory study is the sample size limitation by its nature. So, the generalizability of the results should be approached with caution. Researchers use BCM technique; however, this method does not permit to reveal the expected levels and the importance of the attributes. Thus, further research are suggested to be complementary.

This study fills the research gap in revealing and comparing local vs global brand associations by using BCM technique, which enables one to measure the strength, unique and favorable associations/brand images more suitable to Keller’s (1993) conceptualization. This study pioneers in using this technique in international branding.

The purpose of this study is to develop a typology of social media messages to compare the effectiveness of different message strategies.

In total, 1,837 messages from 12 hotel brand Facebook pages were content-analyzed. Applying both correspondence analysis and multivariate analysis of variance, the study compared message strategy across hotel-scale levels and explored the effectiveness of different message strategies.

A typology of four-type message format and six-type message content was developed. The picture message was the best message format. Product, brand and involvement messages were shown to be more effective than information, reward and promotion messages. Promotion message was the least effective message content type.

The major limitation of this study is the generalizability owing to the sample selection process. There is also the limitation on exclusion of control variables, selection of the three effectiveness measures and evolving social media technology.

The typology of Facebook message strategy developed in the study provided guidelines for hotel marketers to create messages on Facebook pages and track effectiveness. Hotels should also take full advantage of the picture format and product, brand and involvement contents.

This study created a new typology of social media message strategy consisting of two dimensions. It also provided empirical evidence to support the application of message strategy theory in the hotel social media marketing area.

Grounded in categorization theory, this study examines the impact of luxury parent brand status signaling on brand extension authenticity and consumer attitudes in two international luxury markets.

Using samples of luxury consumers from France and the United States, the study's hypotheses are tested using confirmatory factor analysis (CFA), structural equation modelling (SEM) and multi-groups comparisons.

Findings demonstrate that luxury parent brand (PB) status signaling, familiarity and perceived quality impact luxury extension authenticity, and authenticity has a significant effect on consumer attitudes toward the extension. The relationship between PB status signaling and extension authenticity is stronger for French consumers compared to their American counterparts. The effect of luxury PB perceived quality and familiarity on PB status signaling is similar for both American and French consumers. However, the effect of PB familiarity on luxury brand extension authenticity is stronger in France than the United States.

Results provide researchers and managers with insights on how to design marketing programs for luxury line extensions in a cross-national context.

The authors contribute to existing literature examining factors related to the parent brand and the relationship between the parent brand and the extension by examining the effect of PB status signaling and extension authenticity on extension attitudes in two international luxury markets.

One of the greatest challenges that global brands face as they expand into new markets and segments is overcoming social and cultural barriers that prevent them from being accepted by consumers. By drawing on theories of Mead’s prefigurative cultures, reverse socialization and symbolic interactionism, this paper aims to investigate the process of reverse socialization, the antecedents and its impact on parents’ attitude toward the reverse socialized brand.

Using in-depth interviewing method, data were collected from 20 Chinese consumers by capturing the accounts of both parents and their children involved in reverse socialization. The interpretive content analysis was used to study the data.

Reverse socialization exerts positive influence on brand attitude and facilitates parents’ adoption of the socialized brand. The brand has acquired additional symbolic meanings for Chinese consumers, which in turn enhances self-brand connections among them.

Managerial implications include strategies for cross-cultural marketers to maximize the acceptance of brands by elderly consumers through reverse socialization and efficiently expand the brands’ market into more segments.

As the first research of its kind (to the authors’ knowledge), the findings fill a gap in the marketing literature by demonstrating adult children’s influence on parents through reverse socialization.

This research aims to explore the impact of social media marketing (SMM) activities on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand trust are examined as a mediator of SMM activities and BE.

Data were collected from a total of 289 banking customers in Bangladesh through a structured questionnaire and the hypotheses were examined using structural equation modeling (SEM).

The results validated that SMM activities have no significant influence on BE directly. Furthermore, brand love fully mediates the linkage between SMM activities and BE. Likewise, brand trust was found to have a partial mediation effect on SMM activities and BE.

This study was based on a specific sector in a particular geographic area. Hence, cross-cultural studies on different sectors need to be conducted to generalize the findings of the current research.

The study offers useful insights for bank marketers to successfully manage SMM activities that can generate consumer interest toward a bank's brand and prevent switching behavior. Furthermore, the proliferation of authentic brand-related information over a firms' social media pages can build strong brand trust, which in turn contributes to BE for the banks.

The study further extended the current knowledge by showing that how SMM activities influence BE in the banking sector in Bangladesh. Also, this study empirically corroborates the mediation influence of brand love and brand trust on SMM activities and BE in the banking sector in Bangladesh, which was rarely tested in prior studies. Hence, the findings will add value to the nascent literature of BE from an SMM perspective.