Susceptibility to global consumer culture : a cross-cultural study
Document Type
Book chapter
Source Publication
AP: Asia-Pacific Advances in Consumer Research Volume 9
Publication Date
2011
First Page
360
Last Page
361
Publisher
Association for Consumer Research
Abstract
This study builds on a newly developed measurement scale for consumers' susceptibility to global consumer culture (SGCC) to investigate the motives underlying global consumption behaviour in two different Chinese societies. The measurement of SGCC highlights three dimensions related to global consumption tendencies, namely conformity to social norms, quality perception, and social prestige. The results from the Hong Kong consumers and Shanghai counterparts provide a support of the reliability and validity of the SGCC scale, as well as the connection between the psychological traits and purchase intentions. Managerial implications concerning positioning and communication strategies for global brands are discussed.
Publisher Statement
Copyright © 2011 The Association for Consumer Research. Access to external full text or publisher's version may require subscription.
Additional Information
ISBN of the source publication: 9780915552689
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Poon, P., & Zhou, L. (2011). Susceptibility to global consumer culture: A cross-cultural study. In Z. Yi, J. J. Xiao, J. Cotte, & L. Price (Eds.), AP: Asia-Pacific Advances in Consumer Research Volume 9 (pp.360-361). Duluth: Association for Consumer Research. Retrieved from http://www.acrwebsite.org/volumes/1008988/volumes/ap09/AP-09