A Framework for Cross-Cultural Consumer Research
Cross-Cultural Marketing and Entrepreneurship/ Small Business Marketing
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.
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Rohani, Laila Shin and Rohani, Khalil, "A Framework for Cross-Cultural Consumer Research" (2011). Association of Marketing Theory and Practice Proceedings 2011. 34.