Validation of a Global Consumer Culture Susceptibility Model: A Cross-Country Analysis

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dc.contributor.authorHernani-Merino, Martín
dc.contributor.authorMazzon, José Afonso
dc.contributor.authorGIULIANA ISABELLA
dc.contributor.authorBazán, Jorge Luis
dc.coverage.paisSingapurapt_BR
dc.creatorHernani-Merino, Martín
dc.creatorMazzon, José Afonso
dc.creatorBazán, Jorge Luis
dc.date.accessioned2022-10-21T18:50:56Z
dc.date.available2022-10-21T18:50:56Z
dc.date.issued2016
dc.description.notesResumopt_BR
dc.description.otherSusceptibility to global consumer culture (SGCC) is a characteristic reflected in consumers’ desire to acquire global brands. This paper tests and validates a previously proposed, untested theoretical framework of SGCC and analyzes similarities between cultures, thus allowing some generalizations regarding consumer behaviour theories as related to global brands. In order to establish credible generalizations, data from 12 countries was used. Two methodological approaches were used to evaluate the same three structural models: (1) Classical Theory; evaluating the items in each dimension and the sums of the responses of each item by size, (2) Item Response Theory (IRT) which was used to evaluate (3) measures of latent traits. The three structural models, based on 467 questionnaires were constructed in accordance with a structural equation technique. The models were evaluated using predictive relevance analysis as elaborated by Stone-Geisser. All three structural models validate the theoretical framework. This study also shows that there are relationships between constructs that were not statistically significant when comparing pairs of countries. This situation could indicate that invariance is related to a group of countries and not an accurate measurement of actual invariance in all countries where a global brand is present. This study contributes to the consumer behaviour literature by increasing and deepening knowledge of global brand positioning strategy.pt_BR
dc.format.extent1pt_BR
dc.format.mediumDigitalpt_BR
dc.identifier.issn978-1-943579-03-7pt_BR
dc.identifier.urihttps://repositorio.insper.edu.br/handle/11224/4379
dc.language.isoInglêspt_BR
dc.rights.licenseO INSPER E ESTE REPOSITÓRIO NÃO DETÊM OS DIREITOS DE USO E REPRODUÇÃO DOS CONTEÚDOS AQUI REGISTRADOS. É RESPONSABILIDADE DOS USUÁRIOS INDIVIDUAIS VERIFICAR OS USOS PERMITIDOS NA FONTE ORIGINAL, RESPEITANDO-SE OS DIREITOS DE AUTOR OU EDITORpt_BR
dc.subject.keywordsGlobal Consumer Culturept_BR
dc.subject.keywordsSusceptibility to Global Consumer Culturept_BR
dc.subject.keywordsGlobal brandpt_BR
dc.subject.keywordsItem Response Theorypt_BR
dc.subject.keywordsStructural Equationpt_BR
dc.subject.otherConsumopt_BR
dc.titleValidation of a Global Consumer Culture Susceptibility Model: A Cross-Country Analysispt_BR
dc.typeconference paper
dspace.entity.typePublication
local.description.eventInternational Academic Research Conference on Marketing & Tourism (MTC16Singapore Conference)pt_BR
local.identifier.sourceUrihttps://globalbizresearch.org/Singapore_Conference_2016_July2/conference_paper.php
local.subject.cnpqCiências Sociais Aplicadaspt_BR
local.typeTrabalho de Eventopt_BR
relation.isAuthorOfPublication394598a8-fe04-4eb9-b54d-adbf1979d28b
relation.isAuthorOfPublication.latestForDiscovery394598a8-fe04-4eb9-b54d-adbf1979d28b
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