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This thesis aims to investigate the cola market situation in Thailand and the possibility of a local brand to compete with global brands. Due to the high value of this market, every cola company wants to get the biggest piece of the market share pie. Moreover, there is a situation regarding a global cola brand Pepsi falling into the trouble in terms of logistics and distribution channels after having been separated from its local partner company. In addition, Pepsi’s ex-partner company has launched a new cola brand into the market, a completely separate operation without any ties to Pepsi. As a result, the cola market in Thailand now has witnessed fierce competition and it attracts many players in the beverage industry to take part. Therefore, this research is designed to understand the brand preference, brand substitution, brand loyalty, taste preference, and relation between several factors from customers’ perspective to answer the possibility of a local brand competing with global brands, as well as to investigate the general cola market situation.   Information was collected by questionnaire which was answered by 420 participants, 51 percent of which were female and 49 percent were male. The results of the questionnaire found that their brand preference is actually in an opposite direction with the current cola market share, due to the effect of cola brand substitution in the market. Moreover, the research found that taste preference and gender have an influence on brand preference, while frequency of drinking and other demographics do not have any effect on brand preference

Besitęsianti rinkų globalizacija ir auganti konkurencija globaliu mastu verčia tarptautines įmones keisti savo strategijas – rinktis globalius prekių ženklus. Skirtingose šalyse vartotojai gali skirtingai suvokti globalius prekių ženklus. O nuo to, kaip prekės ženklą vartotojas suvokia, priklauso jo sprendimas – pirkti ar nepirkti. Taigi svarbu išsiaiškinti, kokia yra prekės ženklo globalumo suvokimo įtaka vartotojų sprendimui pirkti globalų prekės ženklą. Darbo tikslas – išanalizavus prekės ženklo globalumo suvokimo įtakos vartotojų sprendimui pirkti teorinius aspektus, pasiūlyti ir empiriškai patikrinti prekės ženklo globalumo suvokimo ir vartotojų elgsenos sąsajų modelį. Darbo uždaviniai: aptarti rinkų globalizaciją ir jos poveikį globaliems prekių ženklams; apibūdinus suvokimo sąvoką vartotojų elgsenoje, pristatyti prekės ženklo globalumo suvokimo ir globalaus prekės ženklo suvokimo konceptus bei pateikti prekės ženklo globalumo suvokimą formuojančius veiksnius; atskleisti prekės ženklo globalumo suvokimo ir vartotojų sprendimo pirkti sąsajas; parengti teorinį prekės ženklo globalumo suvokimo ir vartotojų sprendimo pirkti sąsajų modelį; atlikti prekės ženklo globalumo suvokimo įtakos vartotojų sprendimui pirkti tyrimą ir empiriškai patikrinti teorinį modelį. Tyrimo metodai: mokslinės literatūros analizė, fokusuota (focus) grupė ir anketinė apklausa. Empirinis tyrimas parodė, kad prekės ženklo globalumo suvokimo įtaka vartotojų sprendimui pirkti netiesiogiai pasireiškia... [toliau žr. visą tekstą] / The continuing globalization of markets and growth of competition on a global scale has driven many multinational firms to alter their strategies and choose strategies of global brands. Consumers can differently perceive global brands in different countries. The perceived brand globalness influence consumer buying decision (buy or not to buy). It is important to understand what influence perceived brand globalness has on consumers buying decision. The aim of this work is to analyse theoretical aspects of perceived brand globalness influence on consumer buying decision; introduce and empirically test model of links of perceived brand globalness and consumer buying decision. The main tasks of this work is to review literature about the globalization and global brands, concepts of perceived brand globalness and perceived global brands, links between perceived brand globalness and consumer buying decision, and investigate the influence of perceived brand globalness on Kaunas high schools student’s to buy global brands. Methodology: literature review, focus group and questionnaire. The findings showed significant influence of perceived global brand quality, modernity and price on consumer buying decision. Also there is significant influence of two moderators (product category and consumer characteristics) on consumer buying decision.

Submitted by Mario Divo Motter Junior (mariodivo@mariodivo.com.br) on 2016-05-25T14:12:53Z No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5) / Approved for entry into archive by ÁUREA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2016-05-25T15:34:42Z (GMT) No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2016-06-07T14:11:31Z (GMT) No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5) / Made available in DSpace on 2016-06-07T14:11:49Z (GMT). No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5) Previous issue date: 2016-02 / This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a 'step ahead' in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.

Mais da metade da população no mundo vive em povoados e cidades. Estes lugares correspondem àqueles que têm sido imediata e diretamente influenciados pela globalização. Nesse cenário, muitas empresas multinacionais estão alterando seus portfólios de marcas em favor de marcas globais; essa situação faz com que surja o conceito de cultura de consumo global - conjunto de símbolos relacionados ao consumo e comportamentos que são comumente entendidos, mas não, necessariamente, compartilhados pelos consumidores e negócios ao redor do mundo. Isso dependeria da suscetibilidade para a cultura de consumo global (SCCG), uma característica ou traço latente dos consumidores que varia através dos indivíduos e é refletido no desejo dos consumidores ou tendências para a aquisição e uso de marcas globais. Esse traço, pela literatura revisada, compreenderia a conformidade com a tendência de consumo global, percepção de qualidade, prestígio social, responsabilidade social, credibilidade de marca, risco percebido e custo de informação armazenada. É nesse contexto, portanto, que se insere a presente tese, ao caracterizar e verificar o impacto dos traços latentes da suscetibilidade para a cultura de consumo global (SCCG) de consumidores em distintas culturas (países) na aquisição de marcas globais. A pesquisa empírica consistiu de um survey com uso de questionário pela Internet, direcionado a estudantes universitários e profissionais procedentes de carreiras de ciências empresariais em distintos países. Os dados, um total de 467 questionários válidos, foram analisados sob duas abordagens metodológicas: (1) Teoria Clássica dos Testes (TCT) e (2) Teoria de Resposta ao Item (TRI). Ambas as abordagens justificadas pelos constantes questionamentos, identificados na literatura, ao uso de técnicas estatísticas aplicadas a escalas assumidas como intervalares, mas que na realidade são ordinais (tipo Likert). Os resultados foram divididos em três partes. A primeira, ao nível do modelo de mensuração, constou a relação positiva dos construtos subjacentes ao construto de SCCG. A segunda, ao nível do modelo estrutural, verificou que o construto de SCCG antecede a intenção de compra de uma marca global. Por fim, em terceiro lugar, sob a abordagem da TRI, escolhida por apresentar maiores vantagens sobre a TCT, constatou-se que não existem efeitos invariantes nas relações do framework proposto quando comparados quatro países, mas sim existem, em alguns casos, quando comparados pares de países. De forma geral, a presente tese traz uma contribuição teórica-empírica ao propor um framework mensurável da suscetibilidade para a cultura de consumo global, que reflete o desejo dos consumidores para adquirir e usar marcas globais. A tese é finalizada com a descrição das conclusões, implicações, limitações e direcionamentos futuros sobre o framework proposto e salienta a utilização da abordagem TRI como complemento à abordagem da TCT, amplamente usada em pesquisa sobre o comportamento do consumidor. / More than half of the world population lives in towns and cities which have been directly and immediately influenced by globalization. In this scenario, many multinational companies are changing their brand portfolios in favor of global brands. This situation arises the concept of global consumer culture - a set of symbols related to consumption and behaviors that are commonly understood, but not necessarily shared, by consumers and businesses around the world. This concept depends on the susceptibility to global consumer culture (SCCG), a characteristic or latent trait of consumers that varies across individuals and is reflected in the consumers willingness or trends to purchase and consume global brands. According to the literature reviewed, this trait is related to the trend of global consumption, quality perception, social prestige, social responsibility, brand credibility, perceived risk and cost of information stored. It is in this context that this thesis will distinguish and verify the impact of latent traits of the susceptibility to global consumer culture (SCCG) of consumers from different cultures (countries) in the acquisition of global brands. For this purpose, a questionnaire was administered via the Internet, through a snowball sampling, aimed at students and business professionals from different countries. The data, a total of 467 valid questionnaires were analyzed under two approaches: (1) Classical Test Theory (CTT) and Item Response Theory (IRT). Both are justified by the constant literature questioning about the use of statistical techniques applied to scales assumed to be interval, but which in reality are ordinal (Likert). The results were divided into three parts. The first one, at the level of the measurement model, it was found a positive relationship between the subjacent constructs to the SCCG construct. The second one, at the structural model level, found that the SCCG construct precedes the global brand purchase intention. Finally, the TRI approach was chosen because it presents major advantages over the TCT, as there is no invariant effects on the framework relations proposed compared to the four countries, but there are some cases when compared to pairs of countries. Overall, this thesis provides a theoretical and empirical contribution due to a measurable framework of the susceptibility to global consumption culture, which reflects consumers\' desire to acquire and use global brands. The thesis concludes stating the findings, implications, limitations and future directions of the proposed framework and emphasizes the use of the IRT approach as a complement to the TCT approach, widely used in consumer behavior.

Mais da metade da população no mundo vive em povoados e cidades. Estes lugares correspondem àqueles que têm sido imediata e diretamente influenciados pela globalização. Nesse cenário, muitas empresas multinacionais estão alterando seus portfólios de marcas em favor de marcas globais; essa situação faz com que surja o conceito de cultura de consumo global - conjunto de símbolos relacionados ao consumo e comportamentos que são comumente entendidos, mas não, necessariamente, compartilhados pelos consumidores e negócios ao redor do mundo. Isso dependeria da suscetibilidade para a cultura de consumo global (SCCG), uma característica ou traço latente dos consumidores que varia através dos indivíduos e é refletido no desejo dos consumidores ou tendências para a aquisição e uso de marcas globais. Esse traço, pela literatura revisada, compreenderia a conformidade com a tendência de consumo global, percepção de qualidade, prestígio social, responsabilidade social, credibilidade de marca, risco percebido e custo de informação armazenada. É nesse contexto, portanto, que se insere a presente tese, ao caracterizar e verificar o impacto dos traços latentes da suscetibilidade para a cultura de consumo global (SCCG) de consumidores em distintas culturas (países) na aquisição de marcas globais. A pesquisa empírica consistiu de um survey com uso de questionário pela Internet, direcionado a estudantes universitários e profissionais procedentes de carreiras de ciências empresariais em distintos países. Os dados, um total de 467 questionários válidos, foram analisados sob duas abordagens metodológicas: (1) Teoria Clássica dos Testes (TCT) e (2) Teoria de Resposta ao Item (TRI). Ambas as abordagens justificadas pelos constantes questionamentos, identificados na literatura, ao uso de técnicas estatísticas aplicadas a escalas assumidas como intervalares, mas que na realidade são ordinais (tipo Likert). Os resultados foram divididos em três partes. A primeira, ao nível do modelo de mensuração, constou a relação positiva dos construtos subjacentes ao construto de SCCG. A segunda, ao nível do modelo estrutural, verificou que o construto de SCCG antecede a intenção de compra de uma marca global. Por fim, em terceiro lugar, sob a abordagem da TRI, escolhida por apresentar maiores vantagens sobre a TCT, constatou-se que não existem efeitos invariantes nas relações do framework proposto quando comparados quatro países, mas sim existem, em alguns casos, quando comparados pares de países. De forma geral, a presente tese traz uma contribuição teórica-empírica ao propor um framework mensurável da suscetibilidade para a cultura de consumo global, que reflete o desejo dos consumidores para adquirir e usar marcas globais. A tese é finalizada com a descrição das conclusões, implicações, limitações e direcionamentos futuros sobre o framework proposto e salienta a utilização da abordagem TRI como complemento à abordagem da TCT, amplamente usada em pesquisa sobre o comportamento do consumidor. / More than half of the world population lives in towns and cities which have been directly and immediately influenced by globalization. In this scenario, many multinational companies are changing their brand portfolios in favor of global brands. This situation arises the concept of global consumer culture - a set of symbols related to consumption and behaviors that are commonly understood, but not necessarily shared, by consumers and businesses around the world. This concept depends on the susceptibility to global consumer culture (SCCG), a characteristic or latent trait of consumers that varies across individuals and is reflected in the consumers willingness or trends to purchase and consume global brands. According to the literature reviewed, this trait is related to the trend of global consumption, quality perception, social prestige, social responsibility, brand credibility, perceived risk and cost of information stored. It is in this context that this thesis will distinguish and verify the impact of latent traits of the susceptibility to global consumer culture (SCCG) of consumers from different cultures (countries) in the acquisition of global brands. For this purpose, a questionnaire was administered via the Internet, through a snowball sampling, aimed at students and business professionals from different countries. The data, a total of 467 valid questionnaires were analyzed under two approaches: (1) Classical Test Theory (CTT) and Item Response Theory (IRT). Both are justified by the constant literature questioning about the use of statistical techniques applied to scales assumed to be interval, but which in reality are ordinal (Likert). The results were divided into three parts. The first one, at the level of the measurement model, it was found a positive relationship between the subjacent constructs to the SCCG construct. The second one, at the structural model level, found that the SCCG construct precedes the global brand purchase intention. Finally, the TRI approach was chosen because it presents major advantages over the TCT, as there is no invariant effects on the framework relations proposed compared to the four countries, but there are some cases when compared to pairs of countries. Overall, this thesis provides a theoretical and empirical contribution due to a measurable framework of the susceptibility to global consumption culture, which reflects consumers\' desire to acquire and use global brands. The thesis concludes stating the findings, implications, limitations and future directions of the proposed framework and emphasizes the use of the IRT approach as a complement to the TCT approach, widely used in consumer behavior.

Submitted by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:48:48Z No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:49:29Z (GMT) No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-22T13:49:37Z (GMT) No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) / Made available in DSpace on 2013-10-22T13:50:08Z (GMT). No. of bitstreams: 1 strobel.pdf: 3300904 bytes, checksum: e984c0dd48918a8a5b1febb5c4221230 (MD5) Previous issue date: 2010 / Considerando o crescente número de empresas brasileiras que tem investido em unidades operacionais no exterior e a necessidade de criar a identidade de uma corporação transnacional, esta pesquisa objetivou explorar a existência e a influência de um processo estruturado de construção de marca corporativa global por parte de empresas transnacionais brasileiras do segmento business to business. Um estudo múltiplo de casos foi realizado entre cinco empresas significativas listadas no ranking de transnacionalidade. Ao final desta pesquisa, foi possível verificar que embora todas as empresas estudadas afirmarem possuir um processo de construção de marca corporativa global, tal fato não se confirmou. Também verificou-se que o nível de maturidade do processo entre as empresas é diverso, bem como a sua importância no sucesso da internacionalização, diante das características distintas das corporações estudadas. Uma série de dificuldades neste processo, bem como as soluções adotadas e propostas são indicadas. A relevância dos diversos stakeholders no Brasil e no exterior no processo de internacionalização foi analisada, e entre as empresas estudadas não houve uma forte distinção destes no Brasil e no exterior. Verificou-se haver aderência entre os processos espontâneos de construção de marca corporativa das empresas e as linhas de pensamento dos pesquisadores estudados, existindo peculiaridades na maneira em como o processo se estabelece e em como a identidade corporativa se expressa. / Considering the increasing number of Brazilian companies that have invested in operational units overseas and need to establish the identity of a transnational corporation, this research aimed to explore the existence and the influence of a structured process of building a global corporate brand by Brazilian TNCs from the business to business segment. A multiple case study was conducted between five major companies listed in the ranking of transnationality. At the end of this study, we observed that although all the studied companies claimed to have a process of building the corporate brand globally, that fact was not confirmed. It was observed that the maturity level of the process and its importance in the success of the internationalization is diverse among companies, given the distinct characteristics of the corporations studied. A number of difficulties in this process and the solutions adopted and proposals are indicated. The relevance of the various stakeholders in Brazil and abroad in the internationalization process was analyzed, and among the studied companies there were not solid differences in Brazil and abroad. It was found to have adhesion between the spontaneous processes of building the corporate brand and the lines of thought of the researchers studied, even though there are peculiarities in the way as the process is established and how the corporate identity is expressed. KEYWORDS:

I’ve chosen primary to analyze commercial form of advertising by world leading companies; McDonald’s, Coca-Cola and HP due to their implementation of global advertising. The fourth campaign that’s being analyzed is not of commercial type instead it’s characterized as an informative campaign that the ideal organization Amnesty is carring out.  The study has been successful in gathering data that could be presented in correlation with already established theories and then comparing the results. The goal of the research is to create an understanding regarding global advertising as well as the scientific debate that’s going on within the subject. The scientific research has been debated for a long time regarding advertising that’s positioned globally; whether it should be standardized or adapted. This means whether advertising should look the same in all countries or if it should be adapted to a nation’s specific culture. Scientists haven’t yet been successful in establishing what’s considered to be more prominent due to various diverse opinions. By implementing content analysis together with semiotic analysis as a reinforcer, the study was able to examine the global advertising’s design and their common characteristics. Within this study the campaigns have been studied both visually and verbally in addition to their messages and values. The McDonald’s and Coke campaign has been categorized as advertising that reflect specific kinds of lifestyles and therefore characterized as “lifestyle format”. HP campaign on the other hand was using celebrities. This contributed that their global campaign became very personal because the celebrities were reflecting their own personality in the commercials. That’s why HP was categorized as the “personalized format” while Amnesty remained characterized as an informative campaign. Results show that these campaigns’ global form of advertising weren’t only implementing standardized form but also incorporated adapted commercial characteristics as well. This is what the theorizers Hassan, Craft and Kortam call a”hybrid strategy” that’s by their opinion most effective form of global advertising. Another important result was that the “creative strategy” (its promise/statement) is what makes the campaign cohesive. While the “creative tactic” (the visual elements) differs more or less within an advertising campaign. / Jag har valt att främst analysera kommersiella kampanjer från de världsledande företagen McDonald’s, Coca-Cola och HP eftersom de tillämpar global form av reklam.  Den fjärde kampanjen som analyseras är inte av kommersiellt slag då den karaktäriseras som en informativ kampanj som den ideella organisationen Amnesty har genomfört.  Studien har lyckats generera data som kunde sättas i relation med de redan fastställda teorierna och på så vis jämföra resultaten. Forskningens mål är att skapa en förståelse angående global reklam samt den vetenskapliga debatten i ämnet. Den vetenskapliga forskningen har länge debatterat angående om reklam som appliceras globalt borde vara standardiserad eller anpassad, det vill säga om den ska se lika ut i alla länder eller om man borde anpassa den till varje lands individuella kultur. Forskarna har fortfarande inte kommit fram till vad som anses vara mest effektivt då en splittrad syn angående denna fråga uppstår.   Genom kvalitativ innehållsanalys med förstärkning av den semiotiska analysen så kunde studien granska den globala reklamens utformning och dess gemensamma karaktäristiker som uppstår. I denna studie så har reklamkampanjerna granskats både visuellt och språkmässigt samt dess budskap och värderingar. Reklamkampanjerna McDonald’s och Coca-Cola blev kategoriserade som den form av reklam som reflekterar specifika livsstilar och därför karaktäriserades som ”livsstilsformatet”. HP är den reklamkampanj som använde sig av kändisar. Detta gjorde att deras globala reklam blev väldigt personlig då den reflekterade kändisarnas personligheter. Därför kategoriserades HP:s reklamkampanj som det” personifierade formatet” medan Amnesty förblev karaktäriserad som informativ form av kampanj. Resultatet visade att dessa reklamkampanjers globala reklam inte endast implementerade standardiserad form utan likaså integrerade anpassad form. Detta kallar teoretikerna Hassan, Craft och Kortam för ”hybridstrategi” och anses enligt dem vara mest effektivt tillvägagångssätt när det gäller global reklam.  En annan viktig sak som resultatet påvisade var att den ”kreativa strategin” (dess utlovande/påstående) är det som gör kampanjen sammanhängande medan den ”kreativa taktiken” (dess visuella element) mer eller mindre skiljer sig inom en kampanj.

<p>I’ve chosen primary to analyze commercial form of advertising by world leading companies; <em>McDonald’s, Coca-Cola</em> and <em>HP</em> due to their implementation of global advertising. The fourth campaign that’s being analyzed is not of commercial type instead it’s characterized as an informative campaign that the ideal organization <em>Amnesty</em> is carring out.  The study has been successful in gathering data that could be presented in correlation with already established theories and then comparing the results. The goal of the research is to create an understanding regarding global advertising as well as the scientific debate that’s going on within the subject. The scientific research has been debated for a long time regarding advertising that’s positioned globally; whether it should be standardized or adapted. This means whether advertising should look the same in all countries or if it should be adapted to a nation’s specific culture. Scientists haven’t yet been successful in establishing what’s considered to be more prominent due to various diverse opinions.</p><p>By implementing content analysis together with semiotic analysis as a reinforcer, the study was able to examine the global advertising’s design and their common characteristics. Within this study the campaigns have been studied both visually and verbally in addition to their messages and values. The McDonald’s and Coke campaign has been categorized as advertising that reflect specific kinds of lifestyles and therefore characterized as “lifestyle format”. HP campaign on the other hand was using celebrities. This contributed that their global campaign became very personal because the celebrities were reflecting their own personality in the commercials. That’s why HP was categorized as the “personalized format” while Amnesty remained characterized as an informative campaign. Results show that these campaigns’ global form of advertising weren’t only implementing standardized form but also incorporated adapted commercial characteristics as well. This is what the theorizers Hassan, Craft and Kortam call a”hybrid strategy” that’s by their opinion most effective form of global advertising. Another important result was that the “creative strategy” (its promise/statement) is what makes the campaign cohesive. While the “creative tactic” (the visual elements) differs more or less within an advertising campaign.</p> / <p>Jag har valt att främst analysera kommersiella kampanjer från de världsledande företagen<em> McDonald’s, Coca-Cola</em> och <em>HP</em> eftersom de tillämpar global form av reklam.  Den fjärde kampanjen som analyseras är inte av kommersiellt slag då den karaktäriseras som en informativ kampanj som den ideella organisationen <em>Amnesty</em> har genomfört.  Studien har lyckats generera data som kunde sättas i relation med de redan fastställda teorierna och på så vis jämföra resultaten.</p><p>Forskningens mål är att skapa en förståelse angående global reklam samt den vetenskapliga debatten i ämnet. Den vetenskapliga forskningen har länge debatterat angående om reklam som appliceras globalt borde vara standardiserad eller anpassad, det vill säga om den ska se lika ut i alla länder eller om man borde anpassa den till varje lands individuella kultur. Forskarna har fortfarande inte kommit fram till vad som anses vara mest effektivt då en splittrad syn angående denna fråga uppstår.  </p><p>Genom kvalitativ innehållsanalys med förstärkning av den semiotiska analysen så kunde studien granska den globala reklamens utformning och dess gemensamma karaktäristiker som uppstår. I denna studie så har reklamkampanjerna granskats både visuellt och språkmässigt samt dess budskap och värderingar. Reklamkampanjerna McDonald’s och Coca-Cola blev kategoriserade som den form av reklam som reflekterar specifika livsstilar och därför karaktäriserades som ”livsstilsformatet”. HP är den reklamkampanj som använde sig av kändisar. Detta gjorde att deras globala reklam blev väldigt personlig då den reflekterade kändisarnas personligheter. Därför kategoriserades HP:s reklamkampanj som det” personifierade formatet” medan Amnesty förblev karaktäriserad som informativ form av kampanj. Resultatet visade att dessa reklamkampanjers globala reklam inte endast implementerade standardiserad form utan likaså integrerade anpassad form. Detta kallar teoretikerna Hassan, Craft och Kortam för ”hybridstrategi” och anses enligt dem vara mest effektivt tillvägagångssätt när det gäller global reklam.  En annan viktig sak som resultatet påvisade var att den ”kreativa strategin” (dess utlovande/påstående) är det som gör kampanjen sammanhängande medan den ”kreativa taktiken” (dess visuella element) mer eller mindre skiljer sig inom en kampanj.</p>