Myanmar’s Cultural Dimensions: Exploring The Relationship Among The Social Identity, Attitudes Towards Globalisation And Preferences Of Myanmar Consumers In Yangon
Myanmar is transitioning to an open market economy, but very little is known about Myanmar consumers and their attitudes towards globalisation. Using Hofstede’s cultural dimensions and social identity theory, this study sheds light on the role Myanmar consumers’ cultural values and social identit...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Sains Malaysia (USM Press)
2018
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| Subjects: | |
| Online Access: | http://eprints.usm.my/41395/1/IJAPS-1412018_Art.-8191-226.pdf |
| _version_ | 1825834421509423104 |
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| author | Rudkin, Alana Erba, Joseph |
| author_facet | Rudkin, Alana Erba, Joseph |
| author_sort | Rudkin, Alana |
| collection | USM |
| description | Myanmar is transitioning to an open market economy, but very little is known
about Myanmar consumers and their attitudes towards globalisation. Using
Hofstede’s cultural dimensions and social identity theory, this study sheds light on
the role Myanmar consumers’ cultural values and social identity play in consumer
preferences. This study also explores the relationship between Myanmar identity
and consumers’ perceptions of products based on country of origin and attitudes
towards globalisation. Results from a cross-sectional survey of Myanmar consumers
in Yangon (N = 268) reveal that consumers displayed cultural traits similar to the
ones from their neighbouring Southeast Asian countries. In addition, Myanmar
consumers in Yangon do not express any particular consumer animosity towards
products from other countries and seem open to globalisation. |
| first_indexed | 2024-03-06T15:22:30Z |
| format | Article |
| id | usm.eprints-41395 |
| institution | Universiti Sains Malaysia |
| language | English |
| last_indexed | 2024-03-06T15:22:30Z |
| publishDate | 2018 |
| publisher | Penerbit Universiti Sains Malaysia (USM Press) |
| record_format | dspace |
| spelling | usm.eprints-413952018-08-20T01:38:45Z http://eprints.usm.my/41395/ Myanmar’s Cultural Dimensions: Exploring The Relationship Among The Social Identity, Attitudes Towards Globalisation And Preferences Of Myanmar Consumers In Yangon Rudkin, Alana Erba, Joseph P1-1091 Philology. Linguistics(General) Myanmar is transitioning to an open market economy, but very little is known about Myanmar consumers and their attitudes towards globalisation. Using Hofstede’s cultural dimensions and social identity theory, this study sheds light on the role Myanmar consumers’ cultural values and social identity play in consumer preferences. This study also explores the relationship between Myanmar identity and consumers’ perceptions of products based on country of origin and attitudes towards globalisation. Results from a cross-sectional survey of Myanmar consumers in Yangon (N = 268) reveal that consumers displayed cultural traits similar to the ones from their neighbouring Southeast Asian countries. In addition, Myanmar consumers in Yangon do not express any particular consumer animosity towards products from other countries and seem open to globalisation. Penerbit Universiti Sains Malaysia (USM Press) 2018 Article PeerReviewed application/pdf en http://eprints.usm.my/41395/1/IJAPS-1412018_Art.-8191-226.pdf Rudkin, Alana and Erba, Joseph (2018) Myanmar’s Cultural Dimensions: Exploring The Relationship Among The Social Identity, Attitudes Towards Globalisation And Preferences Of Myanmar Consumers In Yangon. International Journal of Asia Pacific Studies (IJAPS), 14 (1). pp. 191-226. ISSN ISSN: 1823-6243 http://ijaps.usm.my/wp-content/uploads/2018/01/IJAPS-1412018_Art.-8191-226.pdf |
| spellingShingle | P1-1091 Philology. Linguistics(General) Rudkin, Alana Erba, Joseph Myanmar’s Cultural Dimensions: Exploring The Relationship Among The Social Identity, Attitudes Towards Globalisation And Preferences Of Myanmar Consumers In Yangon |
| title | Myanmar’s Cultural Dimensions: Exploring
The Relationship Among The Social Identity,
Attitudes Towards Globalisation And
Preferences Of Myanmar Consumers In
Yangon |
| title_full | Myanmar’s Cultural Dimensions: Exploring
The Relationship Among The Social Identity,
Attitudes Towards Globalisation And
Preferences Of Myanmar Consumers In
Yangon |
| title_fullStr | Myanmar’s Cultural Dimensions: Exploring
The Relationship Among The Social Identity,
Attitudes Towards Globalisation And
Preferences Of Myanmar Consumers In
Yangon |
| title_full_unstemmed | Myanmar’s Cultural Dimensions: Exploring
The Relationship Among The Social Identity,
Attitudes Towards Globalisation And
Preferences Of Myanmar Consumers In
Yangon |
| title_short | Myanmar’s Cultural Dimensions: Exploring
The Relationship Among The Social Identity,
Attitudes Towards Globalisation And
Preferences Of Myanmar Consumers In
Yangon |
| title_sort | myanmar s cultural dimensions exploring the relationship among the social identity attitudes towards globalisation and preferences of myanmar consumers in yangon |
| topic | P1-1091 Philology. Linguistics(General) |
| url | http://eprints.usm.my/41395/1/IJAPS-1412018_Art.-8191-226.pdf |
| work_keys_str_mv | AT rudkinalana myanmarsculturaldimensionsexploringtherelationshipamongthesocialidentityattitudestowardsglobalisationandpreferencesofmyanmarconsumersinyangon AT erbajoseph myanmarsculturaldimensionsexploringtherelationshipamongthesocialidentityattitudestowardsglobalisationandpreferencesofmyanmarconsumersinyangon |