Abstract
Positioned within the current debate on globalization, localization, or glocalization of consumer behavior, this paper considers the existence of a global consumer culture in a globalizing city such as Dubai and its impact on consumer behavior in terms of cognition (sentiment toward marketing), affect (materialism and vanity) and behavior (shopping styles). The analysis of three studies shows that increasing intercultural contacts within a globalizing city have the potential to even out consumers in terms of behavior and cognition but not in terms of affect.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.