The «4Cs» of cultural diversity in consumer research: a literature review and research agenda
Journal Title: European Journal of Management Issues - Year 2016, Vol 24, Issue 7
Abstract
The article focuses on the role of cultural diversity in consumer research. The topic was approached in a non-empirical manner utilizing relevant literature published in the period 2011-2015 in A+ to C ranked journals. Four themes emerged and were integrated into the «4Cs» research taxonomy: Consumer differences, Consumption practices, Complexity in research, and Communication advice for practitioners. Two distinctive streams of research on the topic were identified. The first one concentrates on biculturals by birth or by migration. The second one investigates attitudes towards cultural diversity through identity formation. Important findings from the first stream are that cultural competence impacts the allocation of decision making roles, biculturals are more willing to consume diverse products, and biculturals react positively toward both individually or interpersonally focused advertising appeals. The second stream, related to attitudes towards cultural diversity, identifies that cultural identity impacts consumer behavior. Cultural identity can be approached as national vs. global identity, or as local vs. global identity, or from a position of the global citizenship.
Authors and Affiliations
Lachezar Ivanov
Transitory effects of personality on employee turnover
Purpose – examining transitory effects of extraversion and openness to experience on employee turnover. Design/Method/Approach. Fully observed recursive mixed process model. Findings. Results show that (i) extraversion...
Problems of Reforming the Law Enforcement System of the State: an Innovative Method of Motivation of Staff
The features of the restructuring process of the law enforcement system of Ukraine. The methods for creating an effective system of motivation of employees in structural change. Revealed more important areas of improving...
Інноваційні аспекти удосконалення системи менеджменту організацій в сучасних умовах
Actuality of the research conditioned by the need to create an effective management system for organizations that provide opportunities attainment of next level of development, which provides opportunity of modernization...
Analysis of the global distribution systems on the international market of tourist services
The special field of scientific and theoretical research is the problems of society informational support and the development of information technology. In the current context, a new model of the functioning of many serv...
Інноваційні підходи до вирішення проблем безпеки в туризмі [Innovative approaches to solving the security problems in the tourism]
The analysis of the security features of tourism and provide innovative solutions tothe problem