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/ |
| _version_ | 1848792178337251328 |
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| author | Chang, Jo-Heng |
| author_facet | Chang, Jo-Heng |
| author_sort | Chang, Jo-Heng |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 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 consumer acculturation studies on the immigrant consumers' adaptation to the host country, combined with theories of cultural values, consumer ethnocentrism, and country of origin effect. Consumer culture positioning is identified by Alden et al. (1999). They proposed the global consumer culture positioning (GCCP) in contrast to two other positioning, namely, the foreign consumer culture positioning (FCCP) and the local consumer culture positioning (LCCP). Moreover, because previous studies on the realm of the global consumer culture are mainly by Western scholars, this study focuses on the Taiwanese consumers to explore more understanding of consumers in a non- western context.
For developing an in-depth understanding of consumers' insights on this issue, qualitative approach was employed in the form of depth- interviews. The interviews are conducted in two stages, centring on consumers' perception of AGCC and different types of consumer culture positioning respectively. Through the thorough analysis of the interview data, the findings reveal that consumers' level of AGCC is relevant with consumers' diagnosis of different types of consumer culture positioning. Moreover, some factors of AGCC identified by previous of literature are found more meaningful than the others to Taiwanese consumers. Besides, some dimension used to classify the different types of consumers culture positioning are pointed out to be less pertinent in this research context. Lastly, it is disclosed by this research that consumers acknowledge the uniformity led by globalization, but it is the variety of choices that is considered beneficial to the consumers. |
| first_indexed | 2025-11-14T18:40:16Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-21063 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:40:16Z |
| publishDate | 2007 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-210632018-01-16T22:49:24Z https://eprints.nottingham.ac.uk/21063/ 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 Chang, Jo-Heng 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 consumer acculturation studies on the immigrant consumers' adaptation to the host country, combined with theories of cultural values, consumer ethnocentrism, and country of origin effect. Consumer culture positioning is identified by Alden et al. (1999). They proposed the global consumer culture positioning (GCCP) in contrast to two other positioning, namely, the foreign consumer culture positioning (FCCP) and the local consumer culture positioning (LCCP). Moreover, because previous studies on the realm of the global consumer culture are mainly by Western scholars, this study focuses on the Taiwanese consumers to explore more understanding of consumers in a non- western context. For developing an in-depth understanding of consumers' insights on this issue, qualitative approach was employed in the form of depth- interviews. The interviews are conducted in two stages, centring on consumers' perception of AGCC and different types of consumer culture positioning respectively. Through the thorough analysis of the interview data, the findings reveal that consumers' level of AGCC is relevant with consumers' diagnosis of different types of consumer culture positioning. Moreover, some factors of AGCC identified by previous of literature are found more meaningful than the others to Taiwanese consumers. Besides, some dimension used to classify the different types of consumers culture positioning are pointed out to be less pertinent in this research context. Lastly, it is disclosed by this research that consumers acknowledge the uniformity led by globalization, but it is the variety of choices that is considered beneficial to the consumers. 2007 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/21063/1/07MAlixjhc2.pdf Chang, Jo-Heng (2007) 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. [Dissertation (University of Nottingham only)] (Unpublished) AGCC Consumer Culture Positioning Global Consumer Culture GCCP LCCP FCCP. |
| spellingShingle | AGCC Consumer Culture Positioning Global Consumer Culture GCCP LCCP FCCP. Chang, Jo-Heng 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 |
| title | 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 |
| title_full | 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 |
| title_fullStr | 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 |
| title_full_unstemmed | 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 |
| title_short | 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 |
| title_sort | 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 |
| topic | AGCC Consumer Culture Positioning Global Consumer Culture GCCP LCCP FCCP. |
| url | https://eprints.nottingham.ac.uk/21063/ |