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CONSUMER DISPOSITIONS IN MULTICULTURAL CONTEXTS: A FRAMEWORK PROPOSITION
Mariana Bussab Porto-da-Rocha,Sergio Garrido Moraes,Miriam Ta?s Salom?o,Vivian Iara Strehlau 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Globalization has coined cultural flows across national borders, resulting in different behaviors towards foreign products. Different approaches explain consumption in multicultural contexts such as consumer disposition. Based on literature review, this study organizes different dispositions constructs in relation to one’s own country and to foreign countries proposing a conceptual framework.