Global or Glocalized Consumers? An Analysis of Consumers Living in the Globalizing City of Dubai

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Title Global or Glocalized Consumers? An Analysis of Consumers Living in the Globalizing City of Dubai
Author Cherrier, Helene; Mady, Tarek T.; Mady, Sarah
Journal Name Journal of Euromarketing
Year Published 2010
Place of publication United States
Publisher IMDA Preess
Abstract Positioned within the current debate on globalization, localization, or glocalization of consumer behavior, this paper considers the existence of a global consumer culture in a globalizing city such as Dubai and its impact on consumer behavior in terms of cognition (sentiment toward mar-keting), affect (materialism and vanity) and behavior (shopping styles). The analysis of three studies shows that increasing intercultural contacts within a globalizing city have the potential to even out consumers in terms of behavior and cognition but not in terms of affect.
Peer Reviewed Yes
Published Yes
Publisher URI Http://journals.sfu.ca/je/index.php/euromarketing/issue/archive
Volume 19
Issue Number 4
Page from 200
Page to 226
ISSN 1049-6483
Date Accessioned 2012-03-28; 2012-05-02T22:33:26Z
Research Centre Population and Social Health Research Program
Faculty Griffith Business School
Subject Marketing Theory
URI http://hdl.handle.net/10072/44820
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1x

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