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

Mónica Gómez (), Myriam Quiñones () and María Jesús Yagüe ()
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Mónica Gómez: Universidad Autónoma de Madrid
Myriam Quiñones: Universidad Autónoma de Madrid
María Jesús Yagüe: Universidad Autónoma de Madrid

A chapter in Advances in National Brand and Private Label Marketing, 2015, pp 203-211 from Springer

Abstract: 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.

Keywords: Values; Store brand; National brand; Smart shopper; Multicultural (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-20182-5_21

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DOI: 10.1007/978-3-319-20182-5_21

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