Consumer attitudes: Cultural influences, values

 

For years, marketers have considered the Saudi female consumer segment as taboo, especially as they are completely veiled and can not be approached or touched. This paper provides insights into female ...

Current sociocultural changes have direct consequences on families and family dynamics. With respect to young families, this means: a) configuring a specific lifestyle; b) the appearance of a new segm ...

This paper analyzes the extent of the globalization phenomenon among Latin American children, contrasting it with their interests in local products. Children across the region have certain common char ...

This paper searches for the Holy Grail of advertising - an understanding of how advertising works locally and globally, unlocking the secrets of effective advertising to build successful brands. Initi ...

This paper deals with a highly pertinent and relevant issue in modern life: that of understanding values and how these can have a positive effect on business strategy, in order to affect the bottom li ...

Asia continues to grow in stature and significance. With over half the world's population residing in the region, recent economic indicators suggest a shift in balance of global power as well. As adve ...

This paper explores the evolution of global public expectations of companies through GlobeScan's ongoing tracking of perceptions of Corporate Social Responsibility (CSR). Tracking changes in psychogra ...

The Web Motivation Inventory (WMI) is used in academic research and is cited in the academic Internet advertising literature. To date, the scale has only been tested on U.S. consumers. This research r ...

Describes some of the lessons learnt by Enterprise Rent-A-Car, an American company, when it started marketing first in Britain and then elsewhere in Europe. Considerable attention to detail is needed ...

New perfume launches from leading American brands are often disappointing abroad, especially in France in comparison to their success in the United States. Leading American brands in other industries ...

Elliot Polak, CEO of Text Appeal, argues that a better understanding of one’s global brand’s origin and values will lead to more effective global marketing. He reviews the character of US brands (conv ...

Whereas most recent country-of-origin (COO) research has focused on multi-cue designs to overcome weaknesses associated with single-cue models by incorporating both extrinsic and intrinsic cues other ...

Immigrants to America from Central and Eastern Europe are now a major market (20 million and growing), and the third largest ethnic market in the US. They cannot be targeted in racial terms, and many ...

This paper examines the nature of the relationship between consumers and brands of cosmetics products, and the role that brand equity and key consumers’ needs play in such a relationship. The analysis ...

This paper addresses two questions: what defines Chinese consumers in the context of Asia, and the world? And how do you build globally consistent platforms while respecting and reflecting Chinese cha ...

This paper seeks to determine whether research methods developed within a Western conceptual framework can be applied to understanding decision-making among Asian consumers. The authors focus on two m ...

In 2004 Philips launched its new brand positioning ‘Sense and Simplicity’. To articulate this positioning through design, Philips Design works according to the High Design process; a multidisciplinary ...

Argues that a brand will not succeed in appealing to the 40 million Hispanic market in the US unless it understand and connects fully with their culture, both in choice of media and the idioms used to ...

In this paper, the authors share their experience in successfully implementing an on-going consumer interface program with young consumers for identifying trends in their behaviour in the complex mark ...

The Census shows that the three largest multicultural groups (Hispanic, African-American and Asian-American) now account for nearly a third of the US population, with an annual purchasing power of 1.5 ...

Argues that inter-cultural differences are increasing in America, and that segmented marketing is essential. Multicultural marketing should be integral to the whole marketing plan and marketing and ag ...

Argues that multicultural marketing is really consumer segmentation. It is odd that many segmentation methods do not include ethnic affiliation or language preference, since it is easy to collect. Som ...

In this perceptive article, Anholt examines the changing status of brand America and how its once desirable image and values have become tarnished in the eyes of the world outside the US. Only time wi ...

This paper explores a major issue facing brands and organisations - the need to stimulate fresh thinking and prepare for tomorrow's market. The paper demonstrates how a creative research design involv ...

In 2003 COI commissioned a comprehensive, in-depth study of media use and attitudes to advertising among Britain's ethnic minority communities. This research was groundbreaking in a number of ways and ...

Fifteen years since the collapse of communism in Eastern Europe one might say that enough time has passed for us to forget all about it. Yet uncanny historical periods leave traces within people's min ...

Research across multi-cultural markets has shown that finding a single communication platform for all countries sometimes proves difficult to achieve. Even if the same language is spoken, a communicat ...

This paper explores methods to decode 'masculinity' from the collective unconscious through the eyes of the Arab culture, focusing in this study on Saudi Arabia. It is an attempt to propose and demons ...

Historically, cross-cultural researchers have used content analysis as their primary method for comparing ads. Recently, however, content analysis has been criticised for being a purely descriptive me ...

A study was undertaken to examine consumer socialisation variables among Korean and American young adults. Many studies have been undertaken that focus on American consumers and the consumer socialisa ...