Buch, Englisch, 250 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 454 g
Buch, Englisch, 250 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 454 g
ISBN: 978-1-138-97523-1
Verlag: Taylor & Francis Ltd
- the nature of cultural influence on consumer behavior
- globalization versus customization of international marketing strategy
- individualism versus collectivism
- right versus left symbolism
- product involvement
- consumer response to information technology
- interdependent versus independent culturesThe contributors are well-known scholars in the international/cross-cultural marketing field; their chapters present state-of-the-art developments in this area. The coverage of the material is interdisciplinary in nature and is likely to benefit a broad audience, especially academic researchers in international or cross-cultural consumer research and librarians of research-oriented schools, universities, or organizations.
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
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