| Popis: |
Recent marketing studies highlight the increasing cultural diversity around the world, whether in terms of consumer demography, brandscapes and product flows, transnational imagined communities, or lived realities in given places (Cayla and Eckhardt 2008; Demangeot et al. 2015). The unprecedented cultural heterogeneity and interconnectedness of global markets point to a need to understand what occurs when cultures meet, sometimes aligning and in other instances colliding with one another. More specifically, how consumers and marketers culturally identify and adapt to or resist cultural “others” and the resulting impacts on meanings, perceptions, choices, and strategies form critical knowledge gaps (Izberk-Bilgin 2012). |
