Global Perspectives in Cross-Cultural and Cross-National Consumer Research

ISBN-13: 9781138975231 / Angielski / Miękka / 2016 / 250 str.

Erdener Kaynak; Lalita Manrai

Opis

Global Perspectives in Cross-Cultural and Cross-National Consumer Research deals with several important issues crucial for greater understanding of international and cross-cultural consumer behavior. This understanding can in turn provide international marketers with valuable insights, such as conditions under which globalization may or may not work. The coverage in this book is interdisciplinary in nature, and the chapters discuss several constructs (intermediary variables, processes, and also other environmental influences) related to social, personal, and psychological components or consequences of culture.

Spis treści

Contents
Introduction (Erdener Kaynak)

• Current Issues in the Cross-Cultural and Cross-National Consumer Research
• Hyperreality and Globalization: Culture in the Age of Ronald McDonald
• The Key to Successful Euromarketing: Standardization or Customization?
•  Collectivism, Individualism, and In-Group Membership: Implications for Consumer Complaining Behaviors in Multicultural Contexts
• An Investigation of Construct Validity and Generalizability of the Self-Concept: Self-Consciousness in Japan and the United States
• German and American Consumer Orientations to Information Technologies: Implications for Marketing and Public Policy
• Value Differences Between Polish and Romanian Consumers: A Caution Against Using a Regiocentric Marketing Orientation in Eastern Europe
• Measuring Values in International Settings: Are Respondents Thinking “Real” Life or “Ideal” Life?
• The Search for Universal Symbols: The Case of Right and Left
•  Consumer Advertising in Germany and the United States: A Study of Sexual Explicitness and Cross-Gender Contact
• Reference Notes Included
• Index

O autorze

Erdener Kaynak, Lalita Manrai