Susceptibility to global consumer culture : a cross-cultural study

Research output: Book Chapters | Papers in Conference ProceedingsBook ChapterResearchpeer-review

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.
Original languageEnglish
Title of host publicationAP: Asia-Pacific Advances in Consumer Research Volume 9
PublisherAssociation for Consumer Research
Pages360-361
Number of pages2
ISBN (Print)9780915552689
Publication statusPublished - 1 Jan 2011

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Cross-cultural studies
Susceptibility
Consumer culture
Quality perception
Prestige
Measurement scales
Psychological
Positioning strategies
Social norms
Conformity
Communication strategies
Shanghai
Purchase intention
Consumption behavior
Hong Kong
Global brands

Cite this

POON, S. C. P., & ZHOU, L. (2011). Susceptibility to global consumer culture : a cross-cultural study. In AP: Asia-Pacific Advances in Consumer Research Volume 9 (pp. 360-361). Association for Consumer Research.
POON, Shing Chung, Patrick ; ZHOU, Lianxi. / Susceptibility to global consumer culture : a cross-cultural study. AP: Asia-Pacific Advances in Consumer Research Volume 9. Association for Consumer Research, 2011. pp. 360-361
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POON, SCP & ZHOU, L 2011, Susceptibility to global consumer culture : a cross-cultural study. in AP: Asia-Pacific Advances in Consumer Research Volume 9. Association for Consumer Research, pp. 360-361.

Susceptibility to global consumer culture : a cross-cultural study. / POON, Shing Chung, Patrick; ZHOU, Lianxi.

AP: Asia-Pacific Advances in Consumer Research Volume 9. Association for Consumer Research, 2011. p. 360-361.

Research output: Book Chapters | Papers in Conference ProceedingsBook ChapterResearchpeer-review

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AB - 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.

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POON SCP, ZHOU L. Susceptibility to global consumer culture : a cross-cultural study. In AP: Asia-Pacific Advances in Consumer Research Volume 9. Association for Consumer Research. 2011. p. 360-361