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Consumer Culture: Literature Review
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Author(s): Klaus–Peter Wiedmann (University of Hannover, Germany), Nadine Hennigs (University of Hannover, Germany), Stefan Behrens (University of Hannover, Germany), Carmen R. Santos (University of León, Spain), Ana R. Pertejo (University of León, Spain), Inés Kuster (University of Valencia, Spain), Stéphane Ganassali (University of Savoie, France), Jean Moscarola (University of Savoie, France), Daniele Dalli (University of Pisa, Italy), Pirjo Laaksonen (University of Vaasa, Finland), Darach Turley (Dublin City University, Ireland), Alexandra Kenyon (Leeds Metropolitan University, UK)and Matteo Corciolani (University of Pisa, Italy)
Copyright: 2015
Pages: 21
Source title:
Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-7357-1.ch007
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Abstract
The debate on standardization versus adaptation is everywhere apparent and addresses the question whether and to what extent consumer behaviour differs between countries. While some studies confirm the assumption of one single pan-European market, another stream of research emphasizes that European countries continue to possess predominantly distinct market identities and favour multi-regional strategies. Thus, in the tension between worldwide standardization, national customization, and hybrid approaches such as “glocalization,” the aim of this chapter is to shed light on the importance of cultural differences and similarities in international marketing. After discussing the meaning of cultural influences for marketing management in general, this chapter presents the results of a meta-analytic literature review concentrating on consumer culture in the food and beverage sector.
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