Galloping through the global brandscape: Consumers in a branded reality

The idea that endless numbers of brands shape people's day-to-day life is known as' brandscape' (Biel, 1993; Sherry, 1998; Soloman, 2003). When consumers live in another country for an extended period of time not only it is necessary to engage in various consumer behaviors in order to conduct everyday life but also brandscape becomes part of their life. The aim of this study was to explore consumer acculturation to an unfamiliar brandscape. A grounded theory analysis of case study type interviews resulted in three broader domains with seven themes: 'sentiments' with experiential tension, nostalgia and patriotism; 'brandscape' with global brands, missing brands, ethno-brands and beloved brands; and 'consumer acculturation'. The paper discusses the findings of the study and the implications of the emergent themes.