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Consumer demographics, ethnocentrism, cultural values, and acculturation to the global consumer culture: A retail perspective

Consumer demographics, ethnocentrism, cultural values, and acculturation to the global consumer... Abstract Globalisation creates threats and opportunities for retailers in both international and domestic markets. Recently, researchers established a framework for examining the development of supra national marketing segments to explain acculturation to the global consumer culture (AGCC) (Cleveland & Laroche, 2007). The research presented here extends their work by examining demographic and cultural drivers of AGCC and the impacts of global acculturation on ethnocentrism towards international retailers among a cross-section of US consumers (N = 492). Findings suggest that, to varying degrees, demographics and individualism impact four of the dimensions of AGCC, while the dimensions of AGCC impact ethnocentrism for food and fashion retailers. Cosmopolitanism and social interaction consistently reduce ethnocentrism towards retailers among the sample data. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Management Taylor & Francis

Consumer demographics, ethnocentrism, cultural values, and acculturation to the global consumer culture: A retail perspective

Consumer demographics, ethnocentrism, cultural values, and acculturation to the global consumer culture: A retail perspective

Journal of Marketing Management , Volume 29 (3-4): 21 – Feb 1, 2013

Abstract

Abstract Globalisation creates threats and opportunities for retailers in both international and domestic markets. Recently, researchers established a framework for examining the development of supra national marketing segments to explain acculturation to the global consumer culture (AGCC) (Cleveland & Laroche, 2007). The research presented here extends their work by examining demographic and cultural drivers of AGCC and the impacts of global acculturation on ethnocentrism towards international retailers among a cross-section of US consumers (N = 492). Findings suggest that, to varying degrees, demographics and individualism impact four of the dimensions of AGCC, while the dimensions of AGCC impact ethnocentrism for food and fashion retailers. Cosmopolitanism and social interaction consistently reduce ethnocentrism towards retailers among the sample data.

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References (55)

Publisher
Taylor & Francis
Copyright
Copyright 2013 Westburn Publishers Ltd.
ISSN
1472-1376
eISSN
0267-257X
DOI
10.1080/0267257X.2013.766629
Publisher site
See Article on Publisher Site

Abstract

Abstract Globalisation creates threats and opportunities for retailers in both international and domestic markets. Recently, researchers established a framework for examining the development of supra national marketing segments to explain acculturation to the global consumer culture (AGCC) (Cleveland & Laroche, 2007). The research presented here extends their work by examining demographic and cultural drivers of AGCC and the impacts of global acculturation on ethnocentrism towards international retailers among a cross-section of US consumers (N = 492). Findings suggest that, to varying degrees, demographics and individualism impact four of the dimensions of AGCC, while the dimensions of AGCC impact ethnocentrism for food and fashion retailers. Cosmopolitanism and social interaction consistently reduce ethnocentrism towards retailers among the sample data.

Journal

Journal of Marketing ManagementTaylor & Francis

Published: Feb 1, 2013

Keywords: consumer culture; globalisation; retailing; ethnocentrism; survey research

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