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| Author: | Alden, D. L. Steenkamp, J. E. M Batra, R. |
| Title: | Consumer attitudes toward marketplace globalization: structure, antecedents and consequences |
| Journal: | International Journal of Research in Marketing
2007 : VOL. 23:3, p.227-239 |
| Index terms: | globalization global brands consumer attitudes international marketing |
| Language: | eng |
| Abstract: | This study investigates relationships between a new measure of consumer attitudes toward consumption alternatives resulting from market globalization, several attitudinal antecedents (materialism, susceptibility to normative influence and consumer ethnocentrism), and a hypothesized consequence of these attitudes - preference of global brands. Following validation of the measure of three culturally distinct markets, South Korea, the US, and China, the hypothesized antecedents and consequence are tested in South Korea. The findings provide implications for future research on market globalization. |
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