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Consumer Culture: Literature Review

Consumer Culture: Literature Review

Klaus–Peter Wiedmann, Nadine Hennigs, Stefan Behrens, Carmen R. Santos, Ana R. Pertejo, Inés Kuster, Stéphane Ganassali, Jean Moscarola, Daniele Dalli, Pirjo Laaksonen, Darach Turley, Alexandra Kenyon, Matteo Corciolani
Copyright: © 2015 |Pages: 21
ISBN13: 9781466673571|ISBN10: 1466673575|EISBN13: 9781466673588
DOI: 10.4018/978-1-4666-7357-1.ch007
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MLA

Wiedmann, Klaus–Peter, et al. "Consumer Culture: Literature Review." Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2015, pp. 133-153. https://doi.org/10.4018/978-1-4666-7357-1.ch007

APA

Wiedmann, K., Hennigs, N., Behrens, S., Santos, C. R., Pertejo, A. R., Kuster, I., Ganassali, S., Moscarola, J., Dalli, D., Laaksonen, P., Turley, D., Kenyon, A., & Corciolani, M. (2015). Consumer Culture: Literature Review. In I. Management Association (Ed.), Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications (pp. 133-153). IGI Global. https://doi.org/10.4018/978-1-4666-7357-1.ch007

Chicago

Wiedmann, Klaus–Peter, et al. "Consumer Culture: Literature Review." In Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 133-153. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-7357-1.ch007

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Abstract

The debate on standardization versus adaptation is everywhere apparent and addresses the question whether and to what extent consumer behaviour differs between countries. While some studies confirm the assumption of one single pan-European market, another stream of research emphasizes that European countries continue to possess predominantly distinct market identities and favour multi-regional strategies. Thus, in the tension between worldwide standardization, national customization, and hybrid approaches such as “glocalization,” the aim of this chapter is to shed light on the importance of cultural differences and similarities in international marketing. After discussing the meaning of cultural influences for marketing management in general, this chapter presents the results of a meta-analytic literature review concentrating on consumer culture in the food and beverage sector.

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