Cleveland, Mark; Papadopoulos, Nicolas; Laroche, Michel - In: International Marketing Review 28 (2011) 3, pp. 244-266
consumption contexts? Design/methodology/approach – Using a sample of consumers drawn from eight countries, this study identifies … variables on the behaviors associated with nine product categories are examined. Findings – The findings imply that consumers … are complementing an identity rooted in their traditional culture with one that is globally‐oriented. The roles played by …