Cleveland and Laroche (2007) note that the value of using countries as the unit of analysis when conducting cross-cultural consumer research is complicated by rapid globalization of the consumer marketplace. The study presented here builds on the work of Cleveland et al. (2009) and their development of the AGCC paradigm by examining the effects of sociodemographics on AGCC.
|Title of host publication||N/A|
|Publication status||Published - 15 Jul 2011|
|Event|| 18th Recent Advances in Retailing and Services Science Conference - San Diego, USA|
Duration: 15 Jul 2011 → 18 Jul 2011
|Conference||18th Recent Advances in Retailing and Services Science Conference|
|Period||15/07/11 → 18/07/11|
- global consumer culture