College-Educated Youths' Attitudes toward Global Brands: Implications for Global Marketing Strategies

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ABSTRACT This study empirically tests the notion of global youth through an investigation of college-educated youths' attitudes toward global brands and the influential drivers behind such attitudes in China and the United States. In both samples, a significantly positive relationship was found between the motivations of global media usage and exposure to global media. Both global media exposure and reference group influences have positive, significant relationships with attitudes toward global brands. The results suggest that similar values may be held by college-educated youth in disparate countries although there are differences in media usage behaviors across cultures. Implications for global marketing strategies are discussed.