مقاله انگلیسی رایگان در مورد جهانی سازی، هویت ملی، دوگانگی و رفتار مصرف کننده (الزویر)

Culture is crucial to consider when developing a marketing strategy. Cultural values, and the extent to which people adhere to values, profoundly influence how consumers evaluate and respond to marketing efforts (Alden, Steenkamp, & Batra, 1999; Viswanathan & Dickson, 2007; Westjohn, Singh, & Magnusson, 2012). The diffusion of products and technology enabling social communications, the widespread migration of peoples across borders, and moreover, the global stretch of media coupled with the multinational marketing activities, are undeniably impacting cultures and consumers worldwide (Alden, Steenkamp, & Batra, 2006; Arnett, 2002). Expressed as the “crystallization of the world as a single place” (Robertson, 1987, p. 38), globalization portrays an increasingly economically, socially and culturally interdependent world. The ensuing cultural shifts are rapidly transforming societies, and proving to be a critical challenge for contemporary marketing managers. For decades, marketing practitioners have grappled with determining the optimal level of marketing standardization when dealing with the world market, whether it be foreign or domestic. Just how, where and when globalization affects behavior has spawned intense debate. The perspective portrayed in the popular press—that global integration hastens the worldwide convergence of cultures and consequent consumer behaviors—is shared by several academicians (Levitt, 1983; Wilk, 1998). Countermanding this homogenizing trend, some evidence points to a resurgence of communal identities and behavioral distinctions in response to globalization (Briley & Aaker, 2006). A third outcome suggests increasing homogeneity and heterogeneity occurring simultaneously, as global and local cultural entities combine to “fuel a hybridization of social life” (Ger, 1999, p. 65; Sobh, Belk, & Gressel, 2014). Whichever the aftermath, globalization and localization are inseparably linked (Askegaard, Arnould, & Kjeldgaard, 2005) and researchers must recognize the consequences arising from the interplay of global and local cultural forces on the lives of consumers (Merz, He, & Alden, 2008). Despite the obvious importance to marketers, empirical research on this topic is quite scarce, and save for a few very recent studies (Carpenter, Moore, Alexander, & Doherty, 2013; Cleveland, Laroche, & Hallab, 2013; Cleveland, Rojas-Méndez, Laroche, & Papadopoulos, 2016; Lysonski, 2014), most research on global consumer culture (hereafter, GCC) has not explicitly measured the intensity and extent of the construct (e.g., Steenkamp, Batra, & Alden, 2003).