Czarnecka, B. and Schivinski, Bruno (2018) The effects of acculturation to global consumer culture on impulsive buying and attitudes towards advertising in general. In: Cauberghe, V. and Hudders, L. and Eisend, M. (eds.) Advances in Advertising Research. Wiesbaden: Springer Gabler, pp. 343-353. ISBN 9783658226800.
Abstract
Scholars assert that even though globalisation receives significant attention, research on the effects of globalisation on consumers’ attitudes and behaviour is lacking (Cleveland et al., 2016) often due to the lack of appropriate theoretical basis (Taylor, 2010). In an attempt to fill this knowledge gap, scholars proposed a theory to describe the relations between globalisation and consumer behaviour (Alden et al., 1999, Merz et al., 2008). Global consumer culture theory (GCCT) posits that the on-going globalisation of markets has led to the emergence of global consumer culture (GCC) in which consumers are exposed to deterritorialised cultural flows such as a variety of foreign and local brands, media, and technology (Cleveland et al., 2016).
Metadata
| Item Type: | Book Section |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Bruno Schivinski |
| Date Deposited: | 06 Jun 2019 05:36 |
| Last Modified: | 02 Aug 2023 17:43 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/23094 |
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