The Meaning of Western Commerical Artifacts for Eastern European Youth

Barhaim, Gabriel A.

doi:10.1177/0891241687162004

Cited by 24 publications

(11 citation statements)

References 5 publications

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“…Hence, possession of these goods (as well as knowledge of Western popular culture) was a source of great status. The fact that governments and traditional institutions often criticize such corrupting, hedonistic, alien values serves only to make them even more attractive to younger consumers, who see these goods as symbols of status, affluence, modernity, individuality, rebellion against traditional institutions, and freedom of choice (Bar-Haim, 1987). Very important for our present purposes, one consequence of attitude is a loss of confidence and pride in local goods and material culture, and (at least for awhile) a disregard for local products (Ger & Belk, 1996, p. 283).…”

Section: Why This Effect Is Stronger In Developing Countriesmentioning

confidence: 99%

Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries

Batra¹,

Ramaswamy²,

Alden³

et al. 2000

Journal of Consumer Psychology

272

485

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This study tested whether, among consumers in developing countries, brands perceived as having a nonlocal country of origin, especially from the West, are attitudinally preferred to brands seen as local, for reasons not only of perceived quality but also of social status. We found that this perceived brand nonlocalness effect was greater for consumers who have a greater admiration for lifestyles in economically developed countries, which is consistent with findings from the cultural anthropology literature. The effect was also found to be stronger for consumers who were high in susceptibility to normative influence and for product categories high in social signaling value. This effect was also moderated by product category familiarity, but not by consumer ethnocentrism. The~esults, thus, suggest that in developing countries, a brand's country of origin not only serves as a "quality halo" or summary of product quality (cf. Han, 1989), but also possesses a dimension of nonlocalness that, among some consumers and for some product categories, contributes to attitudinal liking for status-enhancing reasons. Consumers in developing markets are increasingly faced with a choice between older local brands and newer nonlocal or foreign brands. How they make this choice is obviously worth researching. Scores of studies have already documented the ways in which consumers use a brand's Requests for reprints should be sent to Rajeev Batra, 4209F Business Administration Building,

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Section: Why This Effect Is Stronger In Developing Countriesmentioning

confidence: 99%

Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries

Batra¹,

Ramaswamy²,

Alden³

et al. 2000

Journal of Consumer Psychology

272

485

View full text Add to dashboard Cite

show abstract

“…Before the revolution access to Western goods was restricted to the black market and to the few nomenclatura who had the opportunity to travel to the West. These goods as well as knowledge of Western popular culture were both objects of great status and yearning (Bar-H~iim, 1987). Shortages of consumer goods were the norm and shopping opportunism, waiting in long lines, and using connections became standard, while clerks with access to goods became powerful figures (Belk & Ger, 1994).…”

Section: What Is Global Consumer Culture?mentioning

confidence: 99%

I'd like to buy the world a coke: Consumptionscapes of the “less affluent world”

Ger¹,

Belk²

1996

J Consum Policy

374

295

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ABSTRACT. The impact of globalization on the consumption patterns of the Less Affluent World are examined, drawing on examples of consumer culture contact with the More Affluent World. We find that rising consumer expectations and desires are fueled by global mass media, tourism, immigration, the export of popular culture, and the marketing activities of transnational firms. Yet rather than democratized consumption, these global consumption influences are more apt to produce social inequality, class polarizations, consumer frustrations, stress, materialism, and threats to health and the environment. Alternative reactions that reject globalization or temper its effects include return to roots, resistance, local appropriation of goods and their meanings, and especially creolization. Although there is a power imbalance that favors the greater influence of affluent Western cultures, the processes of change are not unidirectional and the consequences are not simple adoption of new Western values. Local consumptionscapes become a nexus of numerous, often contradictory, old, new and modified forces that shape unique consumption meanings and insure that the consumption patterns of the Less Affluent World will not result in Western consumer culture writ globally.In 1990 the $15 million World of Coca Cola museum opened in the ubiquitous bottler's corporate headquarters city, Atlanta, Georgia. It immediately began to draw a million visitors a year. The theme of this polished and well-presented museum is symbolized by the twelve and a half ton Janus-faced Coca Cola logotypes ("Coke"/"Coca Cola") rotating inside the hollow globe that dominates the facade of the museum. The globe announces that Coke pervades the world and is its axis as well as its gyroscopic source of equilibrium. Inside, this theme is further developed in such a way as to make clear that Coke is a magical elixir that has brought its particular salvation to even the most exotic and remote cultures of the Less Affluent World. Visitors see numerous foreign advertisements for Coke as well as photographs situating Coke aboard camels in Egypt, bicycles in Indonesia, and long-tailed hang yao boats in Thailand. One of the focal spectacles in the museum is an eight and a half by fifteen foot highdefinition television depicting the 1991 creation of the "Hilltop

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“…Örneğin, antropoloji alanında yapılmış çalışmalar, Çin, Vietnam, Romanya ve Türkiye gibi gelişmekte olan ülkelerdeki tüketicilerin yabancı orjinli markaları statü göstergesi ve zenginliğin bir ifadesi olarak olarak gördüklerini bu nedenle de yabancı markaları daha fazla arzuladıklarını göstermiştir (Bar-Haim, 1987;Ger, Belk ve Lascu, 1993;Sklair, 1994;Schultz, Pecotich, ve Le, 1994;Ger and Belk 1996;Batra et al 2000;Zhou and Hui 2003;Wang and Yang, 2008).…”

Section: Kavramsal çErçeve 21 Algılanan Marka Globalliği/yerelliğiunclassified

Markanın Algılanan Globalliği / Yerelliği Markanın Kredibilitesini ve Algılanan Kaliteyi Etkiler mi Bu Etkide Kredibilitenin Aracılık, Etnosentrizmin Düzenleyici Rolünün İncelenmesi - Does Perceived Brand Globalness and Localness Affect Brand Credibility and Perceived Quality Investigating the role of Brand Credibility as a Mediator and Consumer Ethnocentrism as a Moderator on This Relationship

Engizek¹,

Yaşin²

2018

isarder

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The Meaning of Western Commerical Artifacts for Eastern European Youth

Abstract: Using data from both ethnographic observation and in-depth interviews, this article examines the symbolic meaning of Western commercial items to Eastern European youth. The uses of these items as symbols of status, of personalized styles, and of identification with the West are discussed.

Cited by 24 publications

References 5 publications

Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries

Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries

I'd like to buy the world a coke: Consumptionscapes of the “less affluent world”

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