The Effect of Smart Shopping on Attitudes Towards Store and National Brands: The Influence of Individual Values in A Cross-Cultural Context

Abstract

The term “smart shopper” is used to describe a type of shopper the number of whom is on the increase in today’s socioeconomic environment. Given the absence of works which study the similarities and differences between smart shoppers of different countries, the aim of this research is to analyze the effect smart shopping feelings have on attitudes towards store brands and promoted national brands within a multicultural environment. The results show that in the US, the values representing tradition and self-expression are seen to have a greater influence on smart shopping feelings and the attitude towards brands. In Spain smart shopping feelings are influenced by values related with fun, curiosity and creativity.