A model of susceptibility to global consumer culture

Hernani-Merino, Martín; Mazzon, José Afonso; Isabella, Giuliana

doi:10.7819/rbgn.v17i57.2434

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

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

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

REFERÊNCIAS

Aaker, D. A., & Joachimsthaler, E. (1999). The lure of global branding. Harvard Business Review, 77(6), 137-144.
Agarwal, S., & Teas, R. K. (2001). Perceived value: mediating role of perceived risk. Journal of Marketing Theory and Practice, 9(4), 1-14.
Akaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions international advertising and global consumer culture. International Journal of Advertising, 29(1), 37-56.
Alden, D. L., Steenkamp, J.-B. E. M., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: the role of global consumer culture. Journal of Marketing, 63(1), 75-87.
Alden, D. L., Steenkamp, J.-B. E. M., & Batra, R. (2006). Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences. International Journal of Research in Marketing, 23(3), 227-239.
Andreasen, A. R. (1990). Cultural interpenetration: a critical research issue from the 1990s. In M. E. Goldberg, G. Gorn & R. Pollay, Advances in Consumer Research, (Vol.17, pp. 847-849). Provo, UT: Association for Consumer Research.
Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25(4), 260-272.
Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J.-B. E. M., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83-95.
Becker-Olsen, K. L., Taylor, CH. R., Hill, R. P., & Yalcinkaya, G. (2011). A cross-cultural examination of corporate social responsibility marketing communications in Mexico and the United States: strategies for global brands. Journal of International Marketing, 19(2), 30-44.
Cleveland, M., & Laroche, M. (2007). Acculturaton to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3), 249-259.
Craig, C. S., & Douglas, S. P. (2000). Configural advantage in global markets. Journal of International Marketing , 8(1), 6-26.
Craig, C. S., & Douglas, S. P. (2006). Beyond national culture: implications of cultural dynamics for consumer research. International Marketing Review, 23(3), 322-342.
Craig, C. S., & Douglas, S. P. (2005). International marketing research (3rd ed.). England: Wiley.
Dawar, N., & Parker, P. (1994). Marketing universals: consumers’ use of brand name, price, physical appearance, and retailer reputation as signals of product quality. Journal of Marketing , 58(2), 81-95.
DeVellis, R. F. (1991). Scale development: theory and aplications Los Angeles: Sage.
Dholakia, U. M., & Talukdar, D. (2004). How social influence affects consumption trends in emerging markets: an empirical investigation of the consumption convergence hypothesis. Psychology & Marketing, 21(10), 775-797.
Dimofte, C. V., Johansson, J. K., & Ronkainen, I. A. (2008). Spanning the globe. Marketing Management, 17(5), 40-43.
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology , 7(2), 131-157.
Erdem, T., & Swait, J. (2004). Brand credibility and its role in brand choice and consideration. Journal of Consumer Research, 31(1), 191-99.
Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: a cross-country validation study. Journal of Marketing , 70(1), 34-49.
Featherman, M. S., & Pavloub, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4) 451-474.
Ford, J. B., Mueller, B., Taylor, C. R., & Hollis, N. (2011). The tension between strategy and execution: challenges for international advertising research globalization is much more than universal branding. Journal of Advertising Research, 51(1), 27-41.
Guo, X. (2013). Living in a global world: influence of consumer global orientation on attitudes toward global brands from developed versus emerging countries. Journal of International Marketing , 21(1), 1-22.
Hassan, S. S., Craft, S., & Kortam, W. (2003). Understanding the new bases for global market segmentation. Journal of Consumer Marketing, 20(5), 446-462.
Herbig, P., & Milewicz, J. (1995). The relationship of reputation and credibility to brand success. Journal of Consumer Marketing , 14(4), 5-10.
Hofstede, G. (2001). Culture’s consequences: comparing values, behaviours, institutions and organizations across nations Thousand Oaks, CA.: Sage Publications.
Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004a). How global brands compete. Harvard Business Review, 82(9), 68-75.
Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004b). Managing the global brand. In J. Quelch, & R. Deshpande. The Global Market: developing a strategy to manage across borders (Chap. 9, pp. 181-201). United States of America: Jossey-Bass.
Hsieh, M-H. (2004). Measuring global brand equity using cross-national survey data. Journal of International Marketing , 12(2),28-57.
Huber, F., Vogel, J., & Meyer, F. (2009). When brands get branded. Marketing Theory, 9(1), 131-136.
Kapferer, J.-N. (2003). As marcas, capital da empresa: criar e desenvolver marcas fortes Porto Alegre: Bookman.
Keillor, B. D., D’amico, M., & Horton, V. (2001). Global consumer tendencies. Psychology & Marketing , 18(1), 1-19.
Knox, S., & Maklan, S. (2004). Corporate social responsibility: moving beyond investment towards measuring outcomes. European Management Journal, 22(5), 508-516.
Laroche, M., & Cleveland, M. (2007). Acculturation to the global consumer culture: scale development and research paradigm. Journal of Business Research , 60(3), 249-259.
Lee, J. W., & Tai, S. (2006). Young consumers’ perceptions of multinational firms and their acculturation channels toward western products in transition economies. International Journal or Emerging Markets, 1(3), 212-226.
Levitt, T. (1983). The globalization of markets. Harvard Business Review , 61(3), 92-102.
Lopes, T. S., & Casson, M. (2007). Entrepreneurship and the development of global brands. Business History Review, 81(4), 651-682.
Lysonski, S. (2014). Receptivity of young Chinese to American and global brands: psychological underpinnings, Journal of Consumer Marketing , 31(4), 250-262.
Mazzon, J. A. (1981). Avaliação do programa de alimentação do trabalhador sob o conceito de marketing social(Tese de Doutorado). Faculdade de Economia Administração e Contabilidade, Universidade de São Paulo, São Paulo, SP, Brasil .
Mitchell, V. W. (1999). Consumer perceived risk: Conceptualizations and models. EuropeanJournal of Marketing , 33(1/2), 163-195.
Murray, K. B., & Schlacter, J. L. (1990). The impact of services versus goods on consumers’ assessment of perceived risk and variability. Journal of the Academy of Marketing Science, 18(1), 51-65.
Özsomer, A., & Altaras, S. (2008). Global brand purchase likelihood: a critical synthesis and an integrated conceptual framework. Journal of International Marketing , 16(4), 1-28.
Özsomer, A., Batra, R., Chattopadhyay, A., & Hofstede, F. ter. (2012). A global brand management roadmap. International Journal of Research in Marketing , 29, 1-4.
Peterson, R. A., & Merino, M. C. (2003). Consumer information search behavior and the Internet. Psychology & Marketing , 20(2), 99-121.
Popoli, P. (2011). Linking CSR strategy and brand image: different approaches in local and global markets. Marketing Theory, 11(4), 419-433.
Rindfleisch, A., & Crockett, D. X. (1999). Cigarette smoking perceived risk: a multidimensional investigation. Journal of Public Policy and Marketing, 18(2), 159-171.
Siekierski, P., Ponchio, M. C., & Strehlau, V. I. (2013). Influence of lifestyles related to eating habits in ready meal consumption: comparative study between São Paulo and Rome. RBGN-Revista Brasileira de Gestão de Negócios, 15(48), 325-342.
Steenkamp, J.-B. E. M., & Baumgartner, H. (1998). Assessing measurement invariance in cross-national consumer research, Journal of Consumer Research , 25(1), 78-90.
Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65.
Strizhakova, Y. & Coulter, R. A. (2015). Drivers of local relative to global brand purchases: a contingency approach. Journal of International Marketing , 23(1), 1-22.
Swait, J., & Erdem, T. (2007). Brand effects on choice and choice set formation under uncertainty. Marketing Science, 26(5), 679-697.
Talay, M. B., Townsend, J. D., & Yeniyurt, S. (2015). Global brand architecture position and market-based performance: the moderating role of culture. Journal of International Marketing , 23(2), 55-72.
Taylor, Ch. R. & Okazaki, S. (2015). Do global brands use similar executional styles across cultures? A comparison of us and japanese television advertising. Journal of Advertising, 44(3), 276-288.
Tu, L., Khare, A., & Zhangm, Y. (2012). A short 8-item scale for measuring consumers’ local-global identity. International Journal of Research in Marketing , 29(1), 35-42.
United Nations - Department of Economics and Social Affair. (2014). World’s population increasingly urban with more than half living in urban areas Recuperado de https://www.un.org/development/desa/en/news/population/world-urbanization-prospects.html
» https://www.un.org/development/desa/en/news/population/world-urbanization-prospects.html
Wallendorf, M., & Reilly, M. D. (1983). Ethnic migration, assimilation and consumption. Journal of Consumer Research , 10(3), 292-302.
Waters, M. (1995). Globalisation: Key Ideas London and New York: Routledge.
Zhou, L. X., Teng, L., & Poon, P. S. (2008). Susceptibility to global consumer culture: a three-dimensional scale. Psychology & Marketing , 25(4), 336-351.

7
Evaluation process: Double Blind Review

Publication Dates

Publication in this collection
Jul-Sep 2015

History

Received
31 Mar 2015
Accepted
23 Oct 2015

Este é um artigo publicado em acesso aberto sob uma licença Creative Commons

[1] Aaker, D. A., & Joachimsthaler, E. (1999). The lure of global branding. Harvard Business Review, 77(6), 137-144.

[2] Agarwal, S., & Teas, R. K. (2001). Perceived value: mediating role of perceived risk. Journal of Marketing Theory and Practice, 9(4), 1-14.

[3] Akaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions international advertising and global consumer culture. International Journal of Advertising, 29(1), 37-56.

[4] Alden, D. L., Steenkamp, J.-B. E. M., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: the role of global consumer culture. Journal of Marketing, 63(1), 75-87.

[5] Alden, D. L., Steenkamp, J.-B. E. M., & Batra, R. (2006). Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences. International Journal of Research in Marketing, 23(3), 227-239.

[6] Andreasen, A. R. (1990). Cultural interpenetration: a critical research issue from the 1990s. In M. E. Goldberg, G. Gorn & R. Pollay, Advances in Consumer Research, (Vol.17, pp. 847-849). Provo, UT: Association for Consumer Research.

[7] Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25(4), 260-272.

[8] Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J.-B. E. M., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83-95.

[9] Becker-Olsen, K. L., Taylor, CH. R., Hill, R. P., & Yalcinkaya, G. (2011). A cross-cultural examination of corporate social responsibility marketing communications in Mexico and the United States: strategies for global brands. Journal of International Marketing, 19(2), 30-44.

[10] Cleveland, M., & Laroche, M. (2007). Acculturaton to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3), 249-259.

[11] Craig, C. S., & Douglas, S. P. (2000). Configural advantage in global markets. Journal of International Marketing , 8(1), 6-26.

[12] Craig, C. S., & Douglas, S. P. (2006). Beyond national culture: implications of cultural dynamics for consumer research. International Marketing Review, 23(3), 322-342.

[13] Craig, C. S., & Douglas, S. P. (2005). International marketing research (3rd ed.). England: Wiley.

[14] Dawar, N., & Parker, P. (1994). Marketing universals: consumers’ use of brand name, price, physical appearance, and retailer reputation as signals of product quality. Journal of Marketing , 58(2), 81-95.

[15] DeVellis, R. F. (1991). Scale development: theory and aplications Los Angeles: Sage.

[16] Dholakia, U. M., & Talukdar, D. (2004). How social influence affects consumption trends in emerging markets: an empirical investigation of the consumption convergence hypothesis. Psychology & Marketing, 21(10), 775-797.

[17] Dimofte, C. V., Johansson, J. K., & Ronkainen, I. A. (2008). Spanning the globe. Marketing Management, 17(5), 40-43.

[18] Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology , 7(2), 131-157.

[19] Erdem, T., & Swait, J. (2004). Brand credibility and its role in brand choice and consideration. Journal of Consumer Research, 31(1), 191-99.

[20] Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: a cross-country validation study. Journal of Marketing , 70(1), 34-49.

[21] Featherman, M. S., & Pavloub, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4) 451-474.

[22] Ford, J. B., Mueller, B., Taylor, C. R., & Hollis, N. (2011). The tension between strategy and execution: challenges for international advertising research globalization is much more than universal branding. Journal of Advertising Research, 51(1), 27-41.

[23] Guo, X. (2013). Living in a global world: influence of consumer global orientation on attitudes toward global brands from developed versus emerging countries. Journal of International Marketing , 21(1), 1-22.

[24] Hassan, S. S., Craft, S., & Kortam, W. (2003). Understanding the new bases for global market segmentation. Journal of Consumer Marketing, 20(5), 446-462.

[25] Herbig, P., & Milewicz, J. (1995). The relationship of reputation and credibility to brand success. Journal of Consumer Marketing , 14(4), 5-10.

[26] Hofstede, G. (2001). Culture’s consequences: comparing values, behaviours, institutions and organizations across nations Thousand Oaks, CA.: Sage Publications.

[27] Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004a). How global brands compete. Harvard Business Review, 82(9), 68-75.

[28] Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004b). Managing the global brand. In J. Quelch, & R. Deshpande. The Global Market: developing a strategy to manage across borders (Chap. 9, pp. 181-201). United States of America: Jossey-Bass.

[29] Hsieh, M-H. (2004). Measuring global brand equity using cross-national survey data. Journal of International Marketing , 12(2),28-57.

[30] Huber, F., Vogel, J., & Meyer, F. (2009). When brands get branded. Marketing Theory, 9(1), 131-136.

[31] Kapferer, J.-N. (2003). As marcas, capital da empresa: criar e desenvolver marcas fortes Porto Alegre: Bookman.

[32] Keillor, B. D., D’amico, M., & Horton, V. (2001). Global consumer tendencies. Psychology & Marketing , 18(1), 1-19.

[33] Knox, S., & Maklan, S. (2004). Corporate social responsibility: moving beyond investment towards measuring outcomes. European Management Journal, 22(5), 508-516.

[34] Laroche, M., & Cleveland, M. (2007). Acculturation to the global consumer culture: scale development and research paradigm. Journal of Business Research , 60(3), 249-259.

[35] Lee, J. W., & Tai, S. (2006). Young consumers’ perceptions of multinational firms and their acculturation channels toward western products in transition economies. International Journal or Emerging Markets, 1(3), 212-226.

[36] Levitt, T. (1983). The globalization of markets. Harvard Business Review , 61(3), 92-102.

[37] Lopes, T. S., & Casson, M. (2007). Entrepreneurship and the development of global brands. Business History Review, 81(4), 651-682.

[38] Lysonski, S. (2014). Receptivity of young Chinese to American and global brands: psychological underpinnings, Journal of Consumer Marketing , 31(4), 250-262.

[39] Mazzon, J. A. (1981). Avaliação do programa de alimentação do trabalhador sob o conceito de marketing social(Tese de Doutorado). Faculdade de Economia Administração e Contabilidade, Universidade de São Paulo, São Paulo, SP, Brasil .

[40] Mitchell, V. W. (1999). Consumer perceived risk: Conceptualizations and models. EuropeanJournal of Marketing , 33(1/2), 163-195.

[41] Murray, K. B., & Schlacter, J. L. (1990). The impact of services versus goods on consumers’ assessment of perceived risk and variability. Journal of the Academy of Marketing Science, 18(1), 51-65.

[42] Özsomer, A., & Altaras, S. (2008). Global brand purchase likelihood: a critical synthesis and an integrated conceptual framework. Journal of International Marketing , 16(4), 1-28.

[43] Özsomer, A., Batra, R., Chattopadhyay, A., & Hofstede, F. ter. (2012). A global brand management roadmap. International Journal of Research in Marketing , 29, 1-4.

[44] Peterson, R. A., & Merino, M. C. (2003). Consumer information search behavior and the Internet. Psychology & Marketing , 20(2), 99-121.

[45] Popoli, P. (2011). Linking CSR strategy and brand image: different approaches in local and global markets. Marketing Theory, 11(4), 419-433.

[46] Rindfleisch, A., & Crockett, D. X. (1999). Cigarette smoking perceived risk: a multidimensional investigation. Journal of Public Policy and Marketing, 18(2), 159-171.

[47] Siekierski, P., Ponchio, M. C., & Strehlau, V. I. (2013). Influence of lifestyles related to eating habits in ready meal consumption: comparative study between São Paulo and Rome. RBGN-Revista Brasileira de Gestão de Negócios, 15(48), 325-342.

[48] Steenkamp, J.-B. E. M., & Baumgartner, H. (1998). Assessing measurement invariance in cross-national consumer research, Journal of Consumer Research , 25(1), 78-90.

[49] Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65.

[50] Strizhakova, Y. & Coulter, R. A. (2015). Drivers of local relative to global brand purchases: a contingency approach. Journal of International Marketing , 23(1), 1-22.

[51] Swait, J., & Erdem, T. (2007). Brand effects on choice and choice set formation under uncertainty. Marketing Science, 26(5), 679-697.

[52] Talay, M. B., Townsend, J. D., & Yeniyurt, S. (2015). Global brand architecture position and market-based performance: the moderating role of culture. Journal of International Marketing , 23(2), 55-72.

[53] Taylor, Ch. R. & Okazaki, S. (2015). Do global brands use similar executional styles across cultures? A comparison of us and japanese television advertising. Journal of Advertising, 44(3), 276-288.

[54] Tu, L., Khare, A., & Zhangm, Y. (2012). A short 8-item scale for measuring consumers’ local-global identity. International Journal of Research in Marketing , 29(1), 35-42.

[55] United Nations - Department of Economics and Social Affair. (2014). World’s population increasingly urban with more than half living in urban areas Recuperado de https://www.un.org/development/desa/en/news/population/world-urbanization-prospects.html
» https://www.un.org/development/desa/en/news/population/world-urbanization-prospects.html

[56] Wallendorf, M., & Reilly, M. D. (1983). Ethnic migration, assimilation and consumption. Journal of Consumer Research , 10(3), 292-302.

[57] Waters, M. (1995). Globalisation: Key Ideas London and New York: Routledge.

[58] Zhou, L. X., Teng, L., & Poon, P. S. (2008). Susceptibility to global consumer culture: a three-dimensional scale. Psychology & Marketing , 25(4), 336-351.

Brasil