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Revista Brasileira de Gestão de Negócios

Print version ISSN 1983-0807On-line version ISSN 1806-4892

Rev. bras. gest. neg. vol.17 no.57 São Paulo July/Sept. 2015

https://doi.org/10.7819/rbgn.v17i57.2434 

Artigo

Modelo de suscetibilidade para a cultura de consumo global

Martín Hernani-Merino1 

José Afonso Mazzon2 

Giuliana Isabella2 

1Departamento de administração de negócios, Universidad del Pacífico, Perú

2Programa de Pós-Graduação em Administração da Faculdade de Economia, Administração e Contabilidade, Universidade de São Paulo, SP, Brasil


RESUMO

Objetivo:

Visto que encontrar similaridades entre as culturas é um ponto importante para se definir produtos globais, o presente artigo propõe um modelo para caracterizar e verificar o impacto dos traços latentes da suscetibilidade para a cultura de consumo global (SCCG) de consumidores globais na aquisição de marcas globais.

Método:

Amplo levantamento e análise na literatura de temas relacionados às características de consumo global.

Fundamentação teórica:

A literatura revisada, integrada em um modelo de SCCG com sete dimensões - conformidade com a tendência de consumo, responsabilidade social, percepção de qualidade, prestígio social, credibilidade da marca, risco percebido e custo de informação armazenada -, que pode influenciar a intenção de compra.

Resultados:

Como resultado propõe-se um modelo teórico integrativo das dimensões que fazem parte da suscetibilidade para a cultura de consumo global que levam o consumidor a adquirir marcas de presença global. O modelo proposto envolveu sete construtos que influenciam a SCCG. Por fim, incluiu-se a intenção de compra, que é o resultado decorrente da suscetibilidade.

Contribuições:

O modelo proposto possibilita atingir uma compreensão de por que os consumidores tendem a comprar e consumir marcas globais. Com o modelo é possível estudar com profundidade as diferenças individuais no que tange a preferências pessoais por marcas como símbolos e significados globais. Há ainda contribuição para os gestores internacionais, para elaborarem estratégias de global branding e de posicionamento nos diferentes mercados globais onde a marca global é comercializada.

Palavras-chave: Cultura de consumo global; suscetibilidade para a cultura de consumo global; marca global

ABSTRACT

Objective:

Since finding simililarities between cultures is an important aspect to defining global goods, this article proposes a model to characterize and verify the impact of traits that are latent to global consumers’ susceptibility to global consumer culture (SGCC) in acquiring global brands.

Design/methodology/approach:

Extensive literature review and analysis of issues referring to global consumption characteristics.

Theoretical framework:

Reviewed literature, integrated within a seven dimension SCCG model: compliance with consumer trends; social responsibility, perception of quality, social prestige, brand credibility, perceived risk and information costs saved; that may influence buying intention.

Findings:

As a result, we propose an integrative theoretical model of the dimensions that make up susceptibility to global consumer culture that lead consumers to acquire globally present brands. The proposed model incolved seven constructs that influence SCCG. We also included buying intention, which is the result of susceptibility.

Originality/value:

The proposed model allows for better understanding of the reasons why consumers tend to buy and consume global brands. With this model, it is possible to study in depth the individual differences that refer to personal preferences for brands as global symbols and meanings. It also contributes to the work of international managers, helping them develop global branding and positioning strategies focused on the different global markets in which a global brand is marketed.

Keywords: Global Consumer Culture; Susceptibility to Global Consumer Culture; Global Brand

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

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2Processo de avaliação: Double Blind Review

Recebido: 31 de Março de 2015; Aceito: 23 de Outubro de 2015

Editor responsável: Guilherme de Farias Shiraishi, Dr.

1.

Martín Hernani-Merino: Doutor em Administração de Empresas, Universidade de São Paulo (Brasil) [mn.hernanim@up.edu.pe]

2.

José Afonso Mazzon: Doutor em Administração de Empresas, Universidade de São Paulo (Brasil) [jamazzon@usp.br]

3.

Giuliana Isabella: Doutora em Administração de Empresas, Universidade de São Paulo (Brasil) [giuliana.isabella@gmail.com]

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