Susceptibility to global consumer culture : a three-dimensional scale

Prior research shows the existence of the construct “global consumer culture” and its related strategic implications for brand positioning strategies. However, the potential contribution of global consumer culture and associated positioning strategy to brand value would depend on consumers' susceptibility to global consumer culture (SGCC), a general trait of consumers that varies across individuals and is reflected in the consumer's desire or tendency for the acquisition and use of global brands. This study develops and validates a three-dimensional scale that can be used to measure the conceptual domain of SGCC across cultures. Questionnaire surveys were conducted in China and Canada, and a three-step structural equation modeling analysis was used to test the proposed scale for the two sample groups. Results indicate that SGCC is composed of three dimensions: conformity to consumption trend, quality perception, and social prestige. This scale could be used for empirical studies of aspects of global consumption behaviors. It may also help marketing managers develop a more focused positioning and communication strategy for global brands.