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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.
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