Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences

This study examines relationships between a new measure of consumer attitudes toward consumption alternatives resulting from market globalization, several attitudinal antecedents (materialism, susceptibility to normative influence and consumer ethnocentrism), and a hypothesized consequence of these attitudes — preference for global brands. Following validation of the new measure in three culturally distinct markets, South Korea, the US, and...