Advancing Our Understanding of Cross-Cultural Issues in Consumer Science and Consumer Psychology

H. van Herk, Carlos J. Torelli

Research output: Chapter in Book / Report / Conference proceedingChapterAcademicpeer-review

Abstract

Globalization has resulted in a more complex marketplace. Growing multi-culturalism of consumer markets and increased global competition are pushing marketing scholars to better understand cross-cultural issues in consumer science and consumer psychology. The chapters in this book cover the field to offer in a single volume the key frameworks and methods to conduct research in the area. Chapters in this book not only include general topics such as the different cultural frameworks used in various disciplines, the distinction between national and individual level of analysis, and main cross-cultural research methods, but also specific topics such as consumer sentiments towards foreign products, country-of-origin effects and branding in a cross-cultural context
Original languageEnglish
Title of host publicationCross Cultural Issues in Consumer Science and Consumer Psychology
Subtitle of host publicationCurrent Perspectives and Future Directions
EditorsHester van Herk, Carlos J. Torelli
Place of PublicationCham
PublisherSpringer
Pages1-6
Number of pages6
ISBN (Electronic)e-ISBN 978-3-319-65091-3
ISBN (Print)ISBN 978-3-319-65090-6
DOIs
Publication statusPublished - Nov 2017

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