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

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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Bibliographic Details
Main Author: Chang, Jo-Heng
Format: Dissertation (University of Nottingham only)
Language:English
Published: 2007
Subjects:
Consumer Acculturation
Global consumer culture
qualitative research
beer market
Online Access:https://eprints.nottingham.ac.uk/21668/

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