کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
10492539 940273 2016 5 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Comparing consumer innovativeness and ethnocentrism of young-adult consumers
ترجمه فارسی عنوان
مقایسه نوآوری مصرف کننده و مردمسالاری نوجوانان جوان بالغ
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی
The impact of globalization on consumer behavior across demographic cohorts remains important for international marketers balancing standardization-adaptation challenges. The purpose of this paper is to compare young-adult consumers in the Western Balkans (Slovenia, Croatia, and Macedonia) and China. The study focuses on consumer innovativeness and consumer ethnocentrism, as two critical aspects for marketers catering to young-adult consumers (18-30 years). Despite cultural differences, young-adult consumers in all four markets display high levels of consumer innovativeness and low levels of consumer ethnocentrism. The results show a weak but significantly positive pair-wise correlation between consumer innovativeness and consumer ethnocentrism in Slovenia and Macedonia, contrary to empirical evidence from adults. The study offers theoretical implications related to Global consumer acculturation theory and Social identity theory, as well as implications for marketers seeking to utilize growing China-CEE cooperation.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 69, Issue 9, September 2016, Pages 3682-3686
نویسندگان
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