Consumer’S Local-Global Identity and Price-Quality Associations

Three studies show that consumers’ degree of local identity, but not global identity, increases their price-quality associations. Perceived quality difference among the comparison objects is the key process underlying these effects. Therefore, product type (services vs. goods) influences the strengths of the relationship between local-global identity and price-quality associations.



Citation:

Zhiyong Yang, Sijie Sun, Ashok K Lalwani, and Narayan Janakiraman (2018) ,"Consumer’S Local-Global Identity and Price-Quality Associations", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 869-869.

Authors

Zhiyong Yang, University of North Carolina at Greensboro
Sijie Sun, University of Texas at Arlington
Ashok K Lalwani, Indiana University, USA
Narayan Janakiraman, University of Texas at Arlington



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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