Global or Glocalized Consumers? An Analysis of Consumers Living in the Globalizing City of Dubai
Author(s)
Cherrier, Helene
T. Mady, Tarek
Mady, Sarah
Griffith University Author(s)
Year published
2010
Metadata
Show full item recordAbstract
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.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.
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Journal Title
Journal of Euromarketing
Volume
19
Issue
4
Publisher URI
Http://journals.sfu.ca/je/index.php/euromarketing/issue/archive
Subject
Marketing Theory
Marketing