IMR guest editorial5.pdf (27.33 kB)
Cross-cultural and cross-national consumer research: psychology, behavior, and beyond
journal contribution
posted on 2015-06-10, 10:55 authored by Nina MichaelidouNina Michaelidou, Nina Reynolds, Luke Greenacre, Louise HassanGlobalization leads to a need to understand consumer behavior across national boundaries. The call for this special issue noted: “Consumers from different countries and cultures may be similar on some dimensions but differ on others. This provides researchers with the opportunity to explore how changes in multiple aspects of the cultural and national context can influence consumer theory.” This special issue is particularly relevant given the blurring of geographic cultural boundaries and the reshaping of society though global flows relating to mediascapes, ethnoscapes, ideoscapes, technoscapes, and finanscapes (Appadurai, 1990). The blurring of boundaries and the associated emergence of a ‘global consumer culture’ (Cleveland and Laroche, 2007; Zhou et al., 2008) allows companies to standardize their branding and communication strategies. Nevertheless, meaningful cultural differences can still be found in consumer psychology and behavior across countries (e.g., Walsh et al., 2014).
History
School
- Business and Economics
Department
- Business
Published in
International Marketing ReviewCitation
MICHAELIDOU, N. ... et al., 2015. Cross-cultural and cross-national consumer research: psychology, behavior, and beyond. International Marketing Review 32 (3/4)Publisher
© EmeraldVersion
- AM (Accepted Manuscript)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Publication date
2015Notes
This paper was accepted for publication in the journal International Marketing Review and the definitive published version is available at http://dx.doi.org/10.1108/IMR-03-2015-0092.ISSN
0265-1335Publisher version
Language
- en