Bridging culture and consumer value: towards an integrative framework (original) (raw)

2010, Int. J. Business and Emerging Markets

Globalisation of business offers a compelling reason for understanding the effects of culture on consumer behaviour. This paper aims to provide a theory-driven conceptual framework by incorporating both 'culture' and 'consumer value'. First, the concepts of 'cultural value' and 'consumer value' are untangled and, then, by relying on a means-end perspective their possible relationships are theorised. At the end, the implications of culture for consumer values are discussed and a testable agenda for future empirical research is presented. Reference to this paper should be made as follows: Yeganeh, H., Marcotte, P. and Bourdeau, L. (2010) 'Bridging culture and consumer value: towards an integrative framework', Int.

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