Bridging culture and consumer value: towards an integrative framework

Hamid Yeganeh, Pascale Marcotte and Laurent Bourdeau

International Journal of Business and Emerging Markets, 2010, vol. 2, issue 2, 147-162

Abstract: Globalisation of business offers a compelling reason for understanding the effects of culture on consumer behaviour. This paper aims to provide a theory-driven conceptual framework by incorporating both 'culture' and 'consumer value'. First, the concepts of 'cultural value' and 'consumer value' are untangled and, then, by relying on a means-end perspective their possible relationships are theorised. At the end, the implications of culture for consumer values are discussed and a testable agenda for future empirical research is presented.

Keywords: consumer value; culture; cross-cultural marketing; integrative frameworks; globalisation; international consumer behaviour; international marketing; cultural values; means-end perspectives; business; economics; emerging markets. (search for similar items in EconPapers)
Date: 2010
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