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Effect of exposure to global marketing activities: a study on consumption behavior among university students

Exposure to global marketing activities influences consumption behavior of consumers from any cultural layers including global, national, ethnic and individual. In a global market with a dynamic multilevel of culture, the roles of consumer individual values seems remarkable; as they are the nearest...

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Main Authors: Osman, Syuhaily, Alizadeh, Hossein Nezakati, Akhoundi, Maryam
Format: Book
Language:English
English
Published: LAP Lambert Academic Publishing 2018
Online Access:http://psasir.upm.edu.my/id/eprint/71576/1/book.pdf
http://psasir.upm.edu.my/id/eprint/71576/2/book%202.pdf
http://psasir.upm.edu.my/id/eprint/71576/
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spelling my.upm.eprints.715762023-02-27T08:02:44Z http://psasir.upm.edu.my/id/eprint/71576/ Effect of exposure to global marketing activities: a study on consumption behavior among university students Osman, Syuhaily Alizadeh, Hossein Nezakati Akhoundi, Maryam Exposure to global marketing activities influences consumption behavior of consumers from any cultural layers including global, national, ethnic and individual. In a global market with a dynamic multilevel of culture, the roles of consumer individual values seems remarkable; as they are the nearest and the most unique cultural layer which individually affect consumer behavior. The study also integrated consumer ethnocentric tendency and domestic global brand attitude with the purpose of moderating of the effect of exposure to global marketing activities on consumption behavior. The behaviors studied in this research contain the consumption of global foods and drinks, personal care items, global clothing and accessories, household appliances, electronics, communications and luxury goods. Evidently, the product categories play significant roles in all relationships of the study. LAP Lambert Academic Publishing 2018 Book PeerReviewed text en http://psasir.upm.edu.my/id/eprint/71576/1/book.pdf text en http://psasir.upm.edu.my/id/eprint/71576/2/book%202.pdf Osman, Syuhaily and Alizadeh, Hossein Nezakati and Akhoundi, Maryam (2018) Effect of exposure to global marketing activities: a study on consumption behavior among university students. LAP Lambert Academic Publishing, MAURITIUS. ISBN 9786139941056
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
English
description Exposure to global marketing activities influences consumption behavior of consumers from any cultural layers including global, national, ethnic and individual. In a global market with a dynamic multilevel of culture, the roles of consumer individual values seems remarkable; as they are the nearest and the most unique cultural layer which individually affect consumer behavior. The study also integrated consumer ethnocentric tendency and domestic global brand attitude with the purpose of moderating of the effect of exposure to global marketing activities on consumption behavior. The behaviors studied in this research contain the consumption of global foods and drinks, personal care items, global clothing and accessories, household appliances, electronics, communications and luxury goods. Evidently, the product categories play significant roles in all relationships of the study.
format Book
author Osman, Syuhaily
Alizadeh, Hossein Nezakati
Akhoundi, Maryam
spellingShingle Osman, Syuhaily
Alizadeh, Hossein Nezakati
Akhoundi, Maryam
Effect of exposure to global marketing activities: a study on consumption behavior among university students
author_facet Osman, Syuhaily
Alizadeh, Hossein Nezakati
Akhoundi, Maryam
author_sort Osman, Syuhaily
title Effect of exposure to global marketing activities: a study on consumption behavior among university students
title_short Effect of exposure to global marketing activities: a study on consumption behavior among university students
title_full Effect of exposure to global marketing activities: a study on consumption behavior among university students
title_fullStr Effect of exposure to global marketing activities: a study on consumption behavior among university students
title_full_unstemmed Effect of exposure to global marketing activities: a study on consumption behavior among university students
title_sort effect of exposure to global marketing activities: a study on consumption behavior among university students
publisher LAP Lambert Academic Publishing
publishDate 2018
url http://psasir.upm.edu.my/id/eprint/71576/1/book.pdf
http://psasir.upm.edu.my/id/eprint/71576/2/book%202.pdf
http://psasir.upm.edu.my/id/eprint/71576/
_version_ 1758968338701090816
score 13.211869

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