A Global Investigation into the Constellation of Consumer Attitudes Toward Global and Local Products

  • Steenkamp J
  • de Jong M
  • 201

    Readers

    Mendeley users who have this article in their library.
  • 132

    Citations

    Citations of this article.

Abstract

In this article, the authors introduce attitude toward global products (AGP) and attitude toward local products (ALP) as generalized attitudinal constructs and address the four issues these constructs raise: (1) How are AGP and ALP related to each other? (2) What is the motivational structure underlying AGP and ALP? (3) Is the proposed theory culturally circumscribed, or does it generalize across countries? and (4) What are the managerially relevant implications of these consumer attitudes? To answer these questions, the authors propose and empirically test an integrated structure for AGP and ALP and their antecedents, organized around the powerful motivational concept of values. They test their theory using a unique data set involving 13,000 respondents from 28 countries in the Americas, Asia, and Europe, thus allowing for a global investigation of a global issue. The study findings provide managers with strategic direction on how to market their products in a globalized world.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Get full text

Authors

  • Jan-Benedict E.M. Steenkamp

  • Martijn G. de Jong

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free