A Framework for Cross-Cultural Consumer Research
Document Type
Conference Proceeding
Conference Track
Cross-Cultural Marketing and Entrepreneurship/ Small Business Marketing
Publication Date
2011
Abstract
A conceptual background of cross-cultural consumer research was investigated based on McCracken’s culture and consumption theory and Hofstede’s national culture theory. Two theories are compared and then an integrated framework is proposed for cross-cultural consumer research. This framework suggests that Hofstede’s cultural dimensions can be used to classify different cultural groups for macro level analysis and McCracken’s cultural categories, principles, and movement of meaning can be applied to explain individuals’ consumption behaviour for micro level analysis.
Conference papers are not currently available.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Rohani, Laila Shin and Rohani, Khalil, "A Framework for Cross-Cultural Consumer Research" (2011). Association of Marketing Theory and Practice Proceedings 2011. 34.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2011/34
