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.
|Title of host publication||N/A|
|Publication status||Published - 18 Apr 2012|
|Event|| American Marketing Association/American Collegiate Retailing Association Triennial Retailing Conference - Seattle, USA|
Duration: 18 Apr 2012 → 21 Apr 2012
|Conference||American Marketing Association/American Collegiate Retailing Association Triennial Retailing Conference|
|Period||18/04/12 → 21/04/12|
- consumer culture