KOREASCHOLAR

CONSUMER DISPOSITIONS IN MULTICULTURAL CONTEXTS: A FRAMEWORK PROPOSITION

Mariana Bussab Porto-da-Rocha, Sergio Garrido Moraes, Miriam Taís Salomão, Vivian Iara Strehlau
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/351252
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
p.773
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Globalization has coined cultural flows across national borders, resulting in different behaviors towards foreign products. Different approaches explain consumption in multicultural contexts such as consumer disposition. Based on literature review, this study organizes different dispositions constructs in relation to one’s own country and to foreign countries proposing a conceptual framework.

Keyword
ethnocentrismnationalismpatriotismcosmopolitanismxenocentrism exoticism.
Author
  • Mariana Bussab Porto-da-Rocha(ESPM, Brazil)
  • Sergio Garrido Moraes(ESPM, Brazil)
  • Miriam Taís Salomão(ESPM, Brazil)
  • Vivian Iara Strehlau(ESPM, Brazil)