The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Modernization, Consumer Personalities, and Global Brand Attitudes
Abstract
A key issue for brand management in emerging markets is to understand the uniqueness and trends of consumers' global brand attitudes. This chapter proposes that modernization brings cultural transformation represented by individual personalities—including global identity, self-construal, and social desirability—thus affecting consumer global brand attitudes. Using data collected from 829 samples in 29 provinces in China, this chapter finds evidence for several propositions. Based on empirical analysis and findings, the authors make recommendations for international and local brand managers. Further research directions are also discussed.
Related Content
|
Albérico Travassos Rosário, Joana Carmo Dias.
© 2024.
35 pages.
|
|
Elena García-y-García, Francisco Rejón-Guardia, Laura Berenice Sánchez-Baltasar.
© 2024.
35 pages.
|
|
Nino Tchanturia, Rusudan Dalakishvili.
© 2024.
20 pages.
|
|
Žiga Domadenik, Tina Tomažič.
© 2024.
21 pages.
|
|
Loredana Kotinski.
© 2024.
14 pages.
|
|
Margarida Silva, Nataliia Buchko, Natalia Parashchenko, Titanilla Marta Szaszi, Yevheniia Tovstyk.
© 2024.
15 pages.
|
|
A. N. Raghavendra, G. Vijayakumar, Sanjeev Kumar Thalari.
© 2024.
16 pages.
|
|
|