The Globalization of Arab World: Impacts on Consumers’ Level of Materialism and Vanity

Abstract

Prompted largely by the globalization of Arab world, our research aims to appreciate the differences and similarities, if any, between Arab and non-Arab consumers evolving together in a globalizing landscape. Specifically, this study addresses the concepts of materialism and vanity in the globalizing Emirate of Dubai, UAE and asks: do Arab consumers living in a globalizing Arab world express a different level of materialism and vanity than non-Arab consumers? Are religions and gender important drivers for such difference? Our findings suggest that Arab consumers living in the globalizing environment tend to express a higher level of vanity (physical appearance and concern for achievement) than non-Arab. Interestingly, Arab consumers did not demonstrate a different level of materialism than non-Arab consumers. Efforts to understand the effects of global consumer culture on consumers level of materialism and vanity are vital for corporation wishing to expend globally and to develop effective international brand positioning strategies. In addition, this research adds to the growing call for research on the contemporary Arab consumers.