Global Brands and Consumer Psychological Adaptation to New Cultural Environments

This research shows that global brands situated around the world facilitate consumers’ psychological adaptation to new cross-cultural environments. Asian participants felt comfortable and familiar with the European locale and acquired positive sense of self when they experienced some global brands in the European cities.



Citation:

Sunmyoung Cho (2015) ,"Global Brands and Consumer Psychological Adaptation to New Cultural Environments", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 320-320.

Authors

Sunmyoung Cho, Yonsei University, Seoul, Korea



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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