Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective

Abstract

Marketers have increasingly employed positioning strategies to appeal to either global or local consumer cultures. However, little is known about the characteristics of consumers most likely to respond to such positioning. The authors find that the collective identities of global and national identification are strongly related to responsiveness to global and local consumer culture positioning (GCCP and LCCP, respectively). The results also show that personality predisposes people to adopt collective identities. The personality traits of openness to experience and agreeableness are significantly related to global and national identity, respectively. On the basis of these findings, the authors present implications with regard to developing GCCP and LCCP strategies that are congruent with consumers’ personality and associated collective identity.

Revisiting Consumer Ethnocentrism: Review, Reconceptualization, and Empirical Testing

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The Impact of Retail Store Global-Mindedness on Jordanian Consumers’ Patronage Intention

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The self-concept life cycle and brand perceptions: An interdisciplinary perspective

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