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Global Marketing Activities Exposure and Consumption Behavior

By Maryam Akhoundi

Global Marketing Activities Exposure and Consumption Behavior

0 - Default Title
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.
Product details
Binding:
Paperback
Number of Pages:
220
Release Date:
2025-11-03
Publication Date:
2025-11-03
Publisher:
LAP LAMBERT Academic Publishing
Languages:
Original: English
ISBN10:
6209174973
ISBN13:
9786209174971
Weight:
346 g
Height:
150 cm
Width:
220 cm
Thickness:
14 cm
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