Bridging culture and consumer value: towards an integrative framework Online publication date: Thu, 18-Feb-2010
by Hamid Yeganeh, Pascale Marcotte, Laurent Bourdeau
International Journal of Business and Emerging Markets (IJBEM), Vol. 2, No. 2, 2010
Abstract: Globalisation of business offers a compelling reason for understanding the effects of culture on consumer behaviour. This paper aims to provide a theory-driven conceptual framework by incorporating both 'culture' and 'consumer value'. First, the concepts of 'cultural value' and 'consumer value' are untangled and, then, by relying on a means-end perspective their possible relationships are theorised. At the end, the implications of culture for consumer values are discussed and a testable agenda for future empirical research is presented.
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