Global marketing activities exposure and consumption behavior
Exposure to global marketing activities influences consumption behavior of consumers from any cultural layers including global, national, ethnic and individual. In a global market with a dynamic multi-level of culture, the roles of consumer individual values seems remarkable; as they are the nearest...
| Main Authors: | , , |
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| Format: | Book |
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Lambert Academic Publishing
2018
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| Online Access: | http://eprints.sunway.edu.my/1074/ |
| _version_ | 1848801969082204160 |
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| author | Akhoundi, M. Syuhaily Osman, Nezakati, Hossein * |
| author_facet | Akhoundi, M. Syuhaily Osman, Nezakati, Hossein * |
| author_sort | Akhoundi, M. |
| building | SU Institutional Repository |
| collection | Online Access |
| description | Exposure to global marketing activities influences consumption behavior of consumers from any cultural layers including global, national, ethnic and individual. In a global market with a dynamic multi-level of culture, the roles of consumer individual values seems remarkable; as they are the nearest and the most unique cultural layer which individually affect consumer behavior. The study also integrated consumer ethnocentric tendency and domestic global brand attitude with the purpose of moderating of the effect of exposure to global marketing activities on consumption behavior. The behaviors studied in this research contain the consumption of global foods and drinks, personal care items, global clothing and accessories, household appliances, electronics, communications and luxury goods. Evidently, the product categories play significant roles in all relationships of the study |
| first_indexed | 2025-11-14T21:15:53Z |
| format | Book |
| id | sunway-1074 |
| institution | Sunway University |
| institution_category | Local University |
| last_indexed | 2025-11-14T21:15:53Z |
| publishDate | 2018 |
| publisher | Lambert Academic Publishing |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-10742019-07-15T03:52:33Z http://eprints.sunway.edu.my/1074/ Global marketing activities exposure and consumption behavior Akhoundi, M. Syuhaily Osman, Nezakati, Hossein * HD28 Management. Industrial Management Exposure to global marketing activities influences consumption behavior of consumers from any cultural layers including global, national, ethnic and individual. In a global market with a dynamic multi-level of culture, the roles of consumer individual values seems remarkable; as they are the nearest and the most unique cultural layer which individually affect consumer behavior. The study also integrated consumer ethnocentric tendency and domestic global brand attitude with the purpose of moderating of the effect of exposure to global marketing activities on consumption behavior. The behaviors studied in this research contain the consumption of global foods and drinks, personal care items, global clothing and accessories, household appliances, electronics, communications and luxury goods. Evidently, the product categories play significant roles in all relationships of the study Lambert Academic Publishing 2018-11-05 Book PeerReviewed Akhoundi, M. and Syuhaily Osman, and Nezakati, Hossein * (2018) Global marketing activities exposure and consumption behavior. Lambert Academic Publishing. ISBN 978-3-659-68011-3 https://www.morebooks.de/store/gb/book/global-marketing-activities-exposure-and-consumption-behavior/isbn/978-3-659-68011-3 |
| spellingShingle | HD28 Management. Industrial Management Akhoundi, M. Syuhaily Osman, Nezakati, Hossein * Global marketing activities exposure and consumption behavior |
| title | Global marketing activities exposure and consumption behavior |
| title_full | Global marketing activities exposure and consumption behavior |
| title_fullStr | Global marketing activities exposure and consumption behavior |
| title_full_unstemmed | Global marketing activities exposure and consumption behavior |
| title_short | Global marketing activities exposure and consumption behavior |
| title_sort | global marketing activities exposure and consumption behavior |
| topic | HD28 Management. Industrial Management |
| url | http://eprints.sunway.edu.my/1074/ http://eprints.sunway.edu.my/1074/ |