Consumer Demographics, Ethnocentrism, Cultural Values and Acculturation to the Global Consumer Culture

Anne Marie Doherty, J.M. Carpenter, M. Moore, N. Alexander

    Allbwn ymchwil: Pennod mewn Llyfr/Adroddiad/Trafodion CynhadleddCyfraniad i gynhadleddadolygiad gan gymheiriaid

    Crynodeb

    Globalization of consumer markets creates both threats and opportunities for retailers that enter markets outside of their origin as well as for domestic firms. Recently, researchers established a framework for examining the development of supra national marketing segments to explain acculturation to the global consumer culture (AGCC) (Cleveland and Laroche, 2007). This research examines demographic and cultural drivers of AGCC and the impacts of global acculturation on ethnocentrism towards international retailers among a cross-section of U.S. consumers (N=492). Three of four demographic predictors and individualism impact different dimensions of AGCC, while the dimensions of AGCC impact ethnocentrism in divergent directions.
    Iaith wreiddiolSaesneg
    TeitlN/A
    StatwsCyhoeddwyd - 18 Ebr 2012
    Digwyddiad American Marketing Association/American Collegiate Retailing Association Triennial Retailing Conference - Seattle, USA
    Hyd: 18 Ebr 201221 Ebr 2012

    Cynhadledd

    Cynhadledd American Marketing Association/American Collegiate Retailing Association Triennial Retailing Conference
    Cyfnod18/04/1221/04/12

    Ôl bys

    Gweld gwybodaeth am bynciau ymchwil 'Consumer Demographics, Ethnocentrism, Cultural Values and Acculturation to the Global Consumer Culture'. Gyda’i gilydd, maen nhw’n ffurfio ôl bys unigryw.

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