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Analyzing the cultural diversity of consumers in the global marketplace /

"This book explores the strategies associated with promoting products and services to a culturally-diverse target market, providing innovative solutions for global brands"--Provided by publisher.

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Bibliographic Details
Corporate Authors: IGI Global
Group Author: Alcantara-Pilar, Juan Miguel, 1975- (Editor); Barrio-Garc ia, Salvador del (Editor); Crespo-Almendros, Esmeralda (Editor); Porcu, Lucia (Editor)
Published: IGI Global,
Publisher Address: Hershey, Pa. :
Publication Dates: [2015]
Literature type: eBook
Language: English
Subjects:
Consumer behavior > Cross-cultural studies.
Marketing > Cross-cultural studies.
Consumers > Cross-cultural studies.
Advertising
Cross-cultural marketing
Cultural identity
Cultural values
Ethnocentrism
Globalization
Marketing strategies
Online Access: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-4666-8262-7
Summary: "This book explores the strategies associated with promoting products and services to a culturally-diverse target market, providing innovative solutions for global brands"--Provided by publisher.
Carrier Form: PDFs (403 pages) : illustrations
Bibliography: Includes bibliographical references and index.
ISBN: 9781466682634
Access: Restricted to subscribers or individual electronic text purchasers.
Index Number: HF5415
CLC: F713.55
Contents: Effect of globalization on multicultural consumer behavior / Lalita A. Manrai, Ajay K. Manrai, Tarek T. Mady -- The globalisation of the media: towards cultural homogeneity? / Shefali Virkar -- The roles of cross-cultural perspectives in global marketing / Kijpokin Kasemsap -- Teenagers' socio and cultural values: relation with entrepreneurship / Georg Dutschke [and 4 others] -- The globalization of the art market: a cross-cultural perspective where local features meet global circuits / Federica Codignola -- A framework of brand strategy and the "glocalization" approach: the case of Indonesia / Arnold Japutra, Bang Nguyen, T. C. Melewar -- The formation of usage intention of electric cars: a comparative study of Denmark, Belgium, and Italy / Camilla Barbarossa [and 4 others] -- A cross-national effect of ethnocentrism on purchase intention / Nadia Jim enez, Sonia San-Mart in -- Adoption of biomass heating systems: cross-market segmentation of the European Region / Inmaculada Garc ia-Maroto, Francisco Mu noz-Leiva -- Cultural perspectives on advertising perceptions and brand trustworthiness / Annie Danbury [and 3 others] -- A review of psycho- vs. socio-linguistics theories: an application to marketing research / Juan Miguel Alc antara-Pilar [and 3 others] -- Cultural frame switching: marketing implications / Jaime Noriega -- Codeswitching: an alternative approach to traditional communication methods for reaching multilinguals in the global marketplace / Melissa M. Bishop, Mark Peterson -- Foreign language display in advertising from a psycholinguistic and sociolinguistic perspective: a review and research agenda / Jos Hornikx, Frank van Meurs -- The moderating role of language on perceived risk and information-processing online / Juan Miguel Alc antara-Pilar [and 3 others].

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