Research Article
Influenced Global Consumption Orientation impacts Global Brand Attitude with reference to Indian Consumers’ perspective?
@INPROCEEDINGS{10.4108/eai.18-12-2018.2283811, author={K. Sathyanarayan and K. R. Sugavanam}, title={Influenced Global Consumption Orientation impacts Global Brand Attitude with reference to Indian Consumers’ perspective?}, proceedings={Proceedings of the 9th Annual International Conference on 4C’s-Communication, Commerce, Connectivity, Culture, SIMSARC 2018, 17-19 December 2018, Pune, MH, India}, publisher={EAI}, proceedings_a={SIMSARC}, year={2019}, month={9}, keywords={gco status consumption culture communication gba}, doi={10.4108/eai.18-12-2018.2283811} }- K. Sathyanarayan
K. R. Sugavanam
Year: 2019
Influenced Global Consumption Orientation impacts Global Brand Attitude with reference to Indian Consumers’ perspective?
SIMSARC
EAI
DOI: 10.4108/eai.18-12-2018.2283811
Abstract
: According to world culture theory, the process of globalization deals not only with the integration and interdependence of world systems, but potentially giving birth to a new global culture because consumers feel that world is a single place and not a group of countries. [37]. This Global Consumer Orientation (GCO) is being influenced by Mass Media exposure such as Advertisement with celebrities vouching for the products on one side and the social status given to the product by the consumer on the other side. The consumer being part of the society is influenced by the culture and in turn it impacts GCO. A key implication is that market decision makers should be aware of this group. Our study attempts to capture the details of the model developed by the authors on the basis of GCO. The sample have been decided to support the model which has independent moderator and dependent variable. The independent variables consist of media and consumption related to social factor will be predicting Global Brand attitude through Global Consumption orientation.
