Identification of Global Consumer Segments:

Acculturaton to the global consumer culture: Scale development and research paradigm

“…Global consumer culture is a "cultural entity not associated with a single country, but rather a larger group generally recognized as international and transcending individual national cultures" (Alden et al, 1999, p. 80). Global consumer segments (Dawar et al, 1996;Hassan and Katsanis, 1991) are those segments that "…associate similar meanings with certain places, people and things" (Alden et al, 1999, p. 75). Those "…individuals around the world whose cultural, social, and other differences are becoming less important as influences on their consumer behavior" (Keillor et al, 2001, p. 2), and those "… segments of people who regard a product category in essentially the same way, regardless of their country of residence" (Domzal and Kernan, 1993, p. 17).…”

“…A person need not be a cosmopolitan, or even hold the traits of cosmopolitans to be interested in global consumer culture (e.g., members of the global teen segment: Hassan and Katsanis, 1991). Globalization may not imply the creation of a common culture where everyone holds the same beliefs and values; however, globalization does create a single forum wherein all individuals pursue their goals in a manner involving some degree of comparison with others, and Robertson (1995) suggests that individuals selectively appropriate ideas from this global forum.…”

Adolescent consumption autonomy: A cross-cultural examination

“…Global teens are thought to be similar in terms of their consumption habits with respect to such things as clothing, music, and media (Kjeldgaard and Askegaard, 2006). Consequently, the global teen market is sometimes considered to be the prototypical example of a global segment (Hassan and Katsanis, 1991). This presumed uniformity, however, may be inaccurate.…”

Determinants of the Success of Global and Local Brands in Latin America

“…It is especially important in certain product categories (e.g., alcoholic beverages, cereals, credit cards, clothing, fast food restaurants, jewelry and accessories, sportswear, tobacco), whose brands target worldwide segments of consumers, such as the teenager and affluent segments (Chu & Huang, 2010;Hassan & Katsanis, 1991;Strizhakova, Coulter, & Price, 2012). In many product categories, perceived brand globalness could create consumer perceptions of brand superiority (Dahan & Peltekoglua, 2011;Dimofte, Johansson, & Ronkainen, 2008;Kapferer, 2004;Shocker, Srivastava, & Ruekert, 1994;Strizhakova, Coulter, & Price, 2011).…”