The Intersection of Global Consumer Culture and National Identity and the Effect on Japanese Consumer Behavior

• Published in: Journal of international consumer marketing Vol. 27; no. 5; pp. 364 - 387
• Main Authors: Cleveland, Mark, Laroche, Michel, Takahashi, Ikuo
• Format: Journal Article
• Language: English
• Published: New York Routledge 20.10.2015; Taylor & Francis Ltd
• Subjects: Acculturation; Consumer attitudes; Consumer behavior; Cultural identity; Culture; global consumer culture; globalization; Japan; Materialism; national ethnic identity; Social identity; structural equation modeling; Studies; Japan

Acculturation research has mostly focused on the experiences of ethnic minorities, but nowadays global forces are shaping mainstream societies. How does exposure to global consumer culture (GCC) combine with a social identity drawing from nationality to impact consumer behavior? Using multidimension...