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  • Global or Glocalized Consumers? An Analysis of Consumers Living in the Globalizing City of Dubai

    Author(s)
    Cherrier, Helene
    T. Mady, Tarek
    Mady, Sarah
    Griffith University Author(s)
    Cherrier, Helene
    Year published
    2010
    Metadata
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    Abstract
    Positioned within the current debate on globalization, localization, or glocalization of consumer behavior, this paper considers the existence of a global consumer culture in a globalizing city such as Dubai and its impact on consumer behavior in terms of cognition (sentiment toward mar-keting), affect (materialism and vanity) and behavior (shopping styles). The analysis of three studies shows that increasing intercultural contacts within a globalizing city have the potential to even out consumers in terms of behavior and cognition but not in terms of affect.Positioned within the current debate on globalization, localization, or glocalization of consumer behavior, this paper considers the existence of a global consumer culture in a globalizing city such as Dubai and its impact on consumer behavior in terms of cognition (sentiment toward mar-keting), affect (materialism and vanity) and behavior (shopping styles). The analysis of three studies shows that increasing intercultural contacts within a globalizing city have the potential to even out consumers in terms of behavior and cognition but not in terms of affect.
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    Journal Title
    Journal of Euromarketing
    Volume
    19
    Issue
    4
    Publisher URI
    Http://journals.sfu.ca/je/index.php/euromarketing/issue/archive
    Subject
    Marketing Theory
    Marketing
    Publication URI
    http://hdl.handle.net/10072/44820
    Collection
    • Journal articles

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