Consumer attitudes: Cultural influences, values

 

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and ...

This paper describes how cultural understanding can be effectively utilised in the development of strategic marketing communication. It describes the values of young people in the MENA region, how the ...

One aspect of globalisation is the convergence of income, media and technology, which in turn is expected to lead to homogeneous consumer behaviour. This convergence thesis is increasingly questioned. ...

This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be ...

This paper examines the extent to which the old clich้ 'think global, act local' is relevant when marketing to young children. We argue that this hypothesis is most definitely valid for youth markets ...