The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace

Multinational firms perceive the young adult cohort in emerging markets as a relatively homogeneous segment that welcomes global brands and facilitates the entrance of these brands into emerging markets. Research suggests, however, that young adults are a more heterogeneous cohort in which individua...

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Veröffentlicht in:	International journal of research in marketing 2012-03, Vol.29 (1), p.43-54
Hauptverfasser:	Strizhakova, Yuliya, Coulter, Robin A., Price, Linda L.
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behavior Consumption Cultural identity Emerging markets Ethnocentrism Global brands Global citizenship Local brands Market segmentation Nationalism Studies Young adults
Online-Zugang:	Volltext
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