Titlebar

Bibliographische Daten exportieren
Literatur vom gleichen Autor
plus im Publikationsserver
plus bei Google Scholar

Lesezeichen anlegen
 

A Cross-National Observation of Counter-Cultural Consumer Behaviour

Titelangaben

Verfügbarkeit überprüfen

Gelbrich, Katja ; Roschk, Holger ; Gafeeva, Rufina:
A Cross-National Observation of Counter-Cultural Consumer Behaviour.
In: Marketing ZFP - Journal of Research and Management. Bd. 38 (2016) Heft 3. - S. 150-162.

Kurzfassung/Abstract

The present research examines the occurrence of counter-cultural consumer behaviour in an experiential consumption context. We define this behaviour as product or service usage that varies across cultures, contradiction - rather than conforming to - the prevailing values in these cultures. Drawing on Hofstede´s cultural concept, we develop hypotheses on the relationship between two cultural value dimensions - individualism and indulgence - and counter-cultural behaviour in an experiential consumption context. An observational study with 3.710 customers of Starbucks in ten countries supports consumption patterns that oppose cultural value orientation. Specifically, the results of multilevel linear modelling show that individualism increases joint consumption, and indulgence decreases extensive consumption. We discuss these findings, provide recommendations on how a global experiential service provider such as Starbucks can leverage the observed counter-cultural consumer behaviour, and conclude with limitations and guidelines for future research.

Weitere Angaben

Publikationsform:Artikel
Schlagwörter:Counter-Cultural; Consumer Behaviour; Value Orientation; Individualism; Indulgence
Institutionen der Universität:Wirtschaftswissenschaftliche Fakultät > Betriebswirtschaftslehre > Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Internationales Management
Peer-Review-Journal:Ja
Titel an der KU entstanden:Ja
Eingestellt am:20. Okt 2016 08:04
Letzte Änderung:20. Okt 2016 08:04
URL zu dieser Anzeige:http://edoc.ku-eichstaett.de/18573/