Volltext herunterladen
(externe Quelle)
Zitationshinweis
Bitte beziehen Sie sich beim Zitieren dieses Dokumentes immer auf folgenden Persistent Identifier (PID):
https://doi.org/10.15421/191620
Export für Ihre Literaturverwaltung
The "4Cs" of cultural diversity in consumer research: a literature review and research agenda
"4Cs" культурного разнообразия в изучении потребителей: обзор литературы и исследований
"4Cs" культурної різноманітності у вивченні споживачів: огляд літератури і досліджень
[Zeitschriftenartikel]
Abstract The article focuses on the role of cultural diversity in consumer research. The topic was approached in a non-empirical manner utilizing relevant literature published in the period 2011-2015 in A+ to C ranked journals. Four themes emerged and were integrated into the «4Cs» research taxonomy: Consume... mehr
The article focuses on the role of cultural diversity in consumer research. The topic was approached in a non-empirical manner utilizing relevant literature published in the period 2011-2015 in A+ to C ranked journals. Four themes emerged and were integrated into the «4Cs» research taxonomy: Consumer differences, Consumption practices, Complexity in research, and Communication advice for practitioners. Two distinctive streams of research on the topic were identified. The first one concentrates on biculturals by birth or by migration. The second one investigates attitudes towards cultural diversity through identity formation. Important findings from the first stream are that cultural competence impacts the allocation of decision making roles, biculturals are more willing to consume diverse products, and biculturals react positively toward both individually or interpersonally focused advertising appeals. The second stream, related to attitudes towards cultural diversity, identifies that cultural identity impacts consumer behavior. Cultural identity can be approached as national vs. global identity, or as local vs. global identity, or from a position of the global citizenship.... weniger
Klassifikation
Wirtschaftswissenschaften
Freie Schlagwörter
cultural diversity; cultural identity; multiculturalism; consumer behavior; consumer research; brand management
Sprache Dokument
Englisch
Publikationsjahr
2016
Seitenangabe
S. 194-200
Zeitschriftentitel
European Journal of Management Issues (2016) 7
ISSN
2523-451X
Status
Veröffentlichungsversion; begutachtet (peer reviewed)