Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective

Marketers have increasingly employed positioning strategies to appeal to either global or local consumer cultures. However, little is known about the characteristics of consumers most likely to respond to such positioning. The authors find that the collective identities of global and national identification are strongly related to responsiveness to global and local consumer culture positioning (GCCP and LCCP, respectively). The results also show...