Susceptibility to global consumer culture : a cross-cultural study

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


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
Number of pages2
ISBN (Print)9780915552689
Publication statusPublished - 1 Jan 2011


Dive into the research topics of 'Susceptibility to global consumer culture : a cross-cultural study'. Together they form a unique fingerprint.

Cite this