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Analyzing the Cultural Diversity of Consumers in the Global Marketplace

Book Description

The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Editorial Advisory Board
  6. Foreword
  7. Preface
    1. REFERENCES
  8. Acknowledgment
  9. Chapter 1: Effect of Globalization on Multicultural Consumer Behavior
    1. ABSTRACT
    2. INTRODUCTION
    3. GLOBALIZATION AND CULTURE
    4. CULTURE
    5. CROSS-CULTURAL CONSUMER RESEARCH (CCCR) VS. CROSS-NATIONAL CONSUMER RESEARCH (CNCR)
    6. EXISTING CONCEPTUAL MODELS OF CCCB AND CNCB
    7. GROWING TRENDS
    8. ILLUSTRATION OF CMCR: MULTICULTURAL CONSUMER CULTURES OF UNITED ARAB EMIRATES AND SINGAPORE
    9. ILLUSTRATION OF SMCR: MULTICULTURAL CONSUMER CULTURES OF THE UNITED ARAB EMIRATES – DUBAI VS. AL AIN
    10. CONCLUSION AND CONTRIBUTIONS
    11. REFERENCES
    12. ADDITIONAL READING
    13. KEY TERMS AND DEFINITIONS
  10. Chapter 2: The Globalisation of the Media
    1. ABSTRACT
    2. INTRODUCTION: GLOBALISATION, CULTURE, AND THE MEDIA
    3. THE MEDIUM AND THE MESSAGE: A THEORETICAL FRAMEWORK
    4. “THE WORLD IS OUR AUDIENCE”: THE RISE OF THE GLOBAL MEDIA
    5. MEGALOMEDIA?: ISSUES OF CULTURE AND THE GLOBAL MEDIA
    6. IT’S A SMALL WORLD OF BIG CONGLOMERATES…OR IS IT?: OF REGIONALISATION & CONTRAFLOWS
    7. THINK GLOBALLY, ACT LOCALLY: OR WHY CULTURAL HOMOGENEITY ISN’T INEVITABLE
    8. REFERENCES
    9. ADDITIONAL READING
    10. KEY TERMS AND DEFINITIONS
    11. ENDNOTES
  11. Chapter 3: The Roles of Cross-Cultural Perspectives in Global Marketing
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. THE ROLES OF CROSS-CULTURAL PERSPECTIVES IN GLOBAL MARKETING
    5. FUTURE RESEARCH DIRECTIONS
    6. CONCLUSION
    7. REFERENCES
    8. ADDITIONAL READING
    9. KEY TERMS AND DEFINITIONS
  12. Chapter 4: Teenagers' Socio and Cultural Values
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. NATIONAL CULTURE
    5. METHODOLOGY
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
    8. REFERENCES
    9. ADDITIONAL READING
    10. KEY TERMS AND DEFINITIONS
  13. Chapter 5: The Globalization of the Art Market
    1. ABSTRACT
    2. INTRODUCTION
    3. APPROACHING TODAY’S ART MARKET
    4. GLOBAL AND LOCAL IMPLICATIONS: CONVERGENCES AND DIVERGENCES
    5. FUTURE RESEARCH DIRECTIONS
    6. CONCLUSION
    7. REFERENCES
    8. ADDITIONAL READING
    9. KEY TERMS AND DEFINITIONS
  14. Chapter 6: A Framework of Brand Strategy and the “Glocalization” Approach
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. CHALLENGES
    5. KEY SUCCESS FACTORS
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
    8. REFERENCES
    9. ADDITIONAL READING
    10. KEY TERMS AND DEFINITION
  15. Chapter 7: The Formation of Usage Intention of Electric Cars
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE BACKGROUND AND RESEARCH QUESTIONS
    4. RESEARCH METHODOLOGY
    5. DATA ANAYSIS AND RESULTS
    6. DISCUSSION
    7. CONCLUSION
    8. FUTURE RESEARCH
    9. REFERENCES
    10. ADDITIONAL READING
    11. KEY TERMS AND DEFINITIONS
    12. ENDNOTES
  16. Chapter 8: A Cross-National Effect of Ethnocentrism on Purchase Intention
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. LIMITATIONS AND FUTURE RESEARCH DIRECTIONS
    5. CONCLUSION
    6. REFERENCES
    7. ADDITIONAL READING
    8. KEY TERMS AND DEFINITIONS
    9. ENDNOTES
  17. Chapter 9: Adoption of Biomass Heating Systems
    1. ABSTRACT
    2. INTRODUCTION
    3. REVIEW OF SCIENTIFIC LITERATURE
    4. RESEARCH HYPOTHESES AND TOPIC
    5. PRACTICAL APPLICATION
    6. DATA ANALYSIS
    7. CONCLUSION, IMPLICATIONS AND CONSTRAINTS
    8. ACKNOWLEDGMENT
    9. REFERENCES
    10. ADDITIONAL READING
    11. KEY TERMS AND DEFINITIONS
    12. APPENDIX
  18. Chapter 10: Cultural Perspectives on Advertising Perceptions and Brand Trustworthiness1
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. MAIN FOCUS OF THE CHAPTER
    5. SOLUTIONS AND RECOMMENDATIONS
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
    8. REFERENCES
    9. ADDITIONAL READING
    10. KEY TERMS AND DEFINITIONS
    11. ENDNOTES
  19. Chapter 11: A Review of Psycho- vs. Socio-Linguistics Theories
    1. ABSTRACT
    2. INTRODUCTION
    3. LANGUAGE AND CULTURAL IDENTITY IN INFORMATION-PROCESSING
    4. THE PSYCHOLINGUISTIC PERSPECTIVE
    5. THE SOCIOLINGUISTIC PERSPECTIVE
    6. CONCLUSION
    7. FUTURE RESEARCH DIRECTIONS
    8. ACKNOWLEDGMENT
    9. REFERENCES
    10. ADDITIONAL READING
    11. KEY TERMS AND DEFINITIONS
  20. Chapter 12: Cultural Frame Switching
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. CORPORATE AMERICA IS IGNORING THE IMPLICATIONS OF CULTURAL FRAME SWITCHING
    5. FUTURE RESEARCH DIRECTIONS
    6. CONCLUSION
    7. REFERENCES
    8. ADDITIONAL READING
    9. KEY TERMS AND DEFINITIONS
  21. Chapter 13: Codeswitching
    1. ABSTRACT
    2. INTRODUCTION
    3. BRIEF HISTORY OF CODESWITCHING
    4. REASONS WHY BILINGUALS CODESWITCH
    5. THE USE OF CODESWITCHING IN THE MEDIA
    6. THE USE OF CODESWITCHING IN ADVERTISING
    7. THE APPROPRIATENESS OF CODESWITCHING IN ADVERTISING
    8. FUTURE RESEARCH DIRECTIONS
    9. CONCLUSION
    10. REFERENCES
    11. ADDITIONAL READING
    12. KEY TERMS AND DEFINITIONS
  22. Chapter 14: Foreign Language Display in Advertising from a Psycholinguistic and Sociolinguistic Perspective
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. A PSYCHOLINGUISTIC PERSPECTIVE ON FOREIGN LANGUAGE DISPLAY
    5. A SOCIOLINGUISTIC PERSPECTIVE ON FOREIGN LANGUAGE DISPLAY
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
    8. REFERENCES
    9. ADDITIONAL READING
    10. KEY TERMS AND DEFINITIONS
  23. Chapter 15: The Moderating Role of Language on Perceived Risk and Information-Processing Online
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW
    4. METHODOLOGY
    5. FINDINGS
    6. CONCLUSION AND IMPLICATIONS
    7. ACKNOWLEDGMENT
    8. REFERENCES
    9. ADDITIONAL READING
    10. KEY TERMS AND DEFINITIONS
    11. ENDNOTES
  24. Compilation of References
  25. About the Contributors