Global-local consumer identities as drivers of global digital brand usage
作者: Katerina MakriKarolos-Konstantinos PapadasBodo B. Schlegelmilch
作者单位: 1Institute for International Marketing Management, Vienna University of Economics and Business , Vienna, Austria
2The York Management School, University of York , York, UK
刊名: International Marketing Review, 2019, Vol.36 (5), pp.702-725
来源数据库: Emerald Journal
DOI: 10.1108/IMR-03-2018-0104
关键词: Hedonic motivationGlobal digital brandsGlobal-local identitySocial networking sites usage
原始语种摘要: The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this study considers a unique category of digital products, social networking sites (SNS), and develops a set of hypotheses to assess the mechanism through which location-based identities influence the actual usage of global SNS (Facebook and Instagram). Moreover, cross-country variations are investigated under the lens of developed vs developing countries.;;Cross-country surveys in a developed (Austria) and a developing country (Thailand) were conducted. Data collected from 425 young adults were analyzed using SEM techniques in order to test a set of hypotheses.;;Results show that in Thailand, users with a global...
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关键词翻译
关键词翻译
  • usage 使用率
  • global 球状的
  • local 局部的
  • country 地方
  • digital 数字的
  • consumer 消费者
  • identity 恒等性
  • empirical 经验的
  • brand 黑穗病
  • participating 参与