This paper is an effort to discuss the concept of glocalization from a semiotic point of view. In order to carry out a semiotic analysis of globalization or glocalization, first globalization needs to be defined from a semiotic perspective. Therefore, first an explanation of globalization and glocalization in semiotic terms is provided. Some believe the ongoing process in the world cannot be be...

Globalization became the buzz-word of our era. Interestingly, it is stated only seldom that globalization involves numerous local impacts. Indeed, particular manifestations of global processes can be contemplated in concrete localities and polarity between the global and the local is not accurate. The main objective of this article is to discuss the socioeconomic nexuses between global processe...

Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers’ ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychologi...

This study aims to investigate the role of human-machine interaction and automatic analysis concepts, which are a product digitalization, on glocalization. In recent years, great attention has been paid artificial intelligence applications in field marketing, as every companies. With application marketing strategies have also changed. The concept glocalization, is one current strategies, formed...

Glocalization is a point where globalization enters communities or phenomena of different styles, cultures and traditions, including the fine arts architecture. Artificial glocalization search application specific forms-signs, creation set characteristics symbolizing local tradition. Natural occurs when national culture on rise ready to accept any innovations without loss identity, it not forms...