Advancing our understanding of cross-cultural issues in consumer science and consumer psychology

Globalization has resulted in a more complex marketplace. Growing multiculturalism of consumer markets and increased global competition are pushing marketing scholars to better understand cross-cultural issues in consumer science and consumer psychology. The chapters in this book cover the field to offer in a single volume the key frameworks and methods to conduct research in the area. Chapters in this book not only include general topics such as the different cultural frameworks used in various disciplines, the distinction between national and individual level of analysis, and main cross-cultural research methods, but also specific topics such as consumer sentiments towards foreign products, country-of-origin effects, and branding in a cross-cultural context.