The Relationship between Consumers' Level of Acculturation to the Global Consumer Culture and Perception of Different Types of Consumer Culture Positioning - An Investigation of the Beer Brands in Taiwan
This research is essentially concerned with the relationship between consumer acculturation to the global consumer culture (AGCC) and consumer culture positioning. These two constructs are both derived from the literatures of the global consumer culture. Previous researches on AGCC are based on the...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2007
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| Online Access: | https://eprints.nottingham.ac.uk/21063/ |