Susceptibility to global consumer culture : a cross-cultural study

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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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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.