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    The effects of acculturation to global consumer culture on impulsive buying and attitudes towards advertising in general

    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.

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    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: School of Business, Economics & Informatics > Management
    Depositing User: Bruno Schivinski
    Date Deposited: 06 Jun 2019 05:36
    Last Modified: 06 Jun 2019 05:36
    URI: https://eprints.bbk.ac.uk/id/eprint/23094

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