How globalization affects consumers: Insights from 30 years of CCT globalization research
Abstract
Understanding how globalization affects consumers is a key concern of international marketing research. Consumer culture theory (CCT) studies contribute to this stream of research by critically examining how globalization affects consumers under different cultural conditions. We offer a systematic narrative synthesis of 30 years of CCT globalization research to gain perspective on this important stream of research. We identify three theoretical...
Paper Details
Title
How globalization affects consumers: Insights from 30 years of CCT globalization research
Published Date
Nov 11, 2019
Journal
Volume
20
Issue
3
Pages
273 - 298
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