Effect of exposure to global marketing activities: a study on consumption behavior among university students
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 multilevel of culture, the roles of consumer individual values seems remarkable; as they are the nearest...
| Main Authors: | , , |
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| Format: | Book |
| Language: | English English |
| Published: |
LAP Lambert Academic Publishing
2018
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| Online Access: | http://psasir.upm.edu.my/id/eprint/71576/1/book.pdf http://psasir.upm.edu.my/id/eprint/71576/2/book%202.pdf |
| _version_ | 1825950009961480192 |
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| author | Osman, Syuhaily Alizadeh, Hossein Nezakati Akhoundi, Maryam |
| author_facet | Osman, Syuhaily Alizadeh, Hossein Nezakati Akhoundi, Maryam |
| author_sort | Osman, Syuhaily |
| collection | UPM |
| 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 multilevel 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. |
| first_indexed | 2024-03-06T10:08:04Z |
| format | Book |
| id | upm.eprints-71576 |
| institution | Universiti Putra Malaysia |
| language | English English |
| last_indexed | 2024-03-06T10:08:04Z |
| publishDate | 2018 |
| publisher | LAP Lambert Academic Publishing |
| record_format | dspace |
| spelling | upm.eprints-715762023-02-27T08:02:44Z http://psasir.upm.edu.my/id/eprint/71576/ Effect of exposure to global marketing activities: a study on consumption behavior among university students Osman, Syuhaily Alizadeh, Hossein Nezakati Akhoundi, Maryam 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 multilevel 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. LAP Lambert Academic Publishing 2018 Book PeerReviewed text en http://psasir.upm.edu.my/id/eprint/71576/1/book.pdf text en http://psasir.upm.edu.my/id/eprint/71576/2/book%202.pdf Osman, Syuhaily and Alizadeh, Hossein Nezakati and Akhoundi, Maryam (2018) Effect of exposure to global marketing activities: a study on consumption behavior among university students. LAP Lambert Academic Publishing, MAURITIUS. ISBN 9786139941056 |
| spellingShingle | Osman, Syuhaily Alizadeh, Hossein Nezakati Akhoundi, Maryam Effect of exposure to global marketing activities: a study on consumption behavior among university students |
| title | Effect of exposure to global marketing activities: a study on consumption behavior among university students |
| title_full | Effect of exposure to global marketing activities: a study on consumption behavior among university students |
| title_fullStr | Effect of exposure to global marketing activities: a study on consumption behavior among university students |
| title_full_unstemmed | Effect of exposure to global marketing activities: a study on consumption behavior among university students |
| title_short | Effect of exposure to global marketing activities: a study on consumption behavior among university students |
| title_sort | effect of exposure to global marketing activities a study on consumption behavior among university students |
| url | http://psasir.upm.edu.my/id/eprint/71576/1/book.pdf http://psasir.upm.edu.my/id/eprint/71576/2/book%202.pdf |
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