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Title: Cross-cultural and cross-national consumer research: psychology, behavior, and beyond
Authors: Michaelidou, Nina
Reynolds, Nina
Greenacre, Luke
Hassan, Louise
Issue Date: 2015
Publisher: © Emerald
Citation: MICHAELIDOU, N. ... et al., 2015. Cross-cultural and cross-national consumer research: psychology, behavior, and beyond. International Marketing Review 32 (3/4)
Abstract: Globalization leads to a need to understand consumer behavior across national boundaries. The call for this special issue noted: “Consumers from different countries and cultures may be similar on some dimensions but differ on others. This provides researchers with the opportunity to explore how changes in multiple aspects of the cultural and national context can influence consumer theory.” This special issue is particularly relevant given the blurring of geographic cultural boundaries and the reshaping of society though global flows relating to mediascapes, ethnoscapes, ideoscapes, technoscapes, and finanscapes (Appadurai, 1990). The blurring of boundaries and the associated emergence of a ‘global consumer culture’ (Cleveland and Laroche, 2007; Zhou et al., 2008) allows companies to standardize their branding and communication strategies. Nevertheless, meaningful cultural differences can still be found in consumer psychology and behavior across countries (e.g., Walsh et al., 2014).
Description: This paper is closed access until 1st July 2017
Version: Accepted for publication
DOI: 10.1108/IMR-03-2015-0092
URI: https://dspace.lboro.ac.uk/2134/17788
Publisher Link: http://dx.doi.org/10.1108/IMR-03-2015-0092
ISSN: 0265-1335
Appears in Collections:Closed Access (Business School)

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