Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences

This study examines relationships between a new measure of consumer attitudes toward consumption alternatives resulting from market globalization, several attitudinal antecedents (materialism, susceptibility to normative influence and consumer ethnocentrism), and a hypothesized consequence of these...

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Bibliographic Details
Published inInternational journal of research in marketing Vol. 23; no. 3; pp. 227 - 239
Main Authors Alden, Dana L., Steenkamp, Jan-Benedict E.M., Batra, Rajeev
Format Journal Article
LanguageEnglish
Published Amsterdam Elsevier B.V 01.09.2006
Elsevier Sequoia S.A
Subjects
Brands
Consumer attitudes
Consumption
Global brands
Globalization
International marketing
Statistical analysis
Studies
United States > US
South Korea
China
Consumer attitudes
International marketing
Global brands
Globalization
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Summary:This study examines relationships between a new measure of consumer attitudes toward consumption alternatives resulting from market globalization, several attitudinal antecedents (materialism, susceptibility to normative influence and consumer ethnocentrism), and a hypothesized consequence of these attitudes — preference for global brands. Following validation of the new measure in three culturally distinct markets, South Korea, the US, and China, the hypothesized antecedents and consequence are tested in South Korea. Empirical findings broadly support hypotheses and provide important implications for future research on market globalization.
ISSN:0167-8116
1873-8001
DOI:10.1016/j.ijresmar.2006.01.010