Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions
Abstract
The last few decades have seen the emergence of global consumer culture (GCC) as an important force in the marketplace. Yet, in recent years, powerful political and economic forces suggest that globalization might be stalling, leading to renewed interest in local consumer culture (LCC). This article provides an overview of where the field of international marketing stands on GCC and LCC, and it presents new empirical insights. It elaborates on...
Paper Details
Title
Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions
Published Date
Jan 11, 2019
Volume
27
Issue
1
Pages
1 - 19
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