Consumer Cosmopolitanism in the Age of Globalization, livre ebook

Cosmopolitans are individuals with a distinctive kind of extended national and international orientation, a global vision, and sense of belonging to the world. These people are sophisticated and importantly engaged in the cultures outside of local geographical boundaries. But what do we know about them as consumers—their origins, values, media usage, and buyer behavior? This unique book details much about this group, and fills a knowledge gap that has long been overlooked largely because other related marketing areas have overshadowed and overlooked the notion of cosmopolitan consumers. Until this book, in fact, there has been no single authoritative source that directly and comprehensively covers the field of consumer cosmopolitanism. This book also includes original essays by an all-star cast of contributors, giving you an introduction to a powerful new approach to marketing, eclectically packed with novel ideas and insights that noticeably advance the marketing field and bring it more fully into the age of globalization.
About the Contributors ..........................................................................xi
Acknowledgments ................................................................................ xvii
Preface ................................................................................................ xix
Introduction: The Changing World and Cosmopolitan Consumers ........... xxi
Part I Globalization and the Cosmopolitan Consumer ........... 1
Chapter 1 Cosmopolitanism as a Journey: The Construct and
Dynamics of Change .........................................................3
Hugh M. Cannon and Attila Yaprak
Chapter 2 The Global Nexus of Transversal Values and
Cosmopolitan Consumers: Understanding the
Intersection of Values and Consumers that Cross Over
Cultures, Contexts, and Countries ...................................29
J. Walker Smith
Part II What Are Cosmopolitans Made of ? ............................ 49
Chapter 3 Becoming and Being a Cosmopolitan Consumer .............51
Mark Cleveland and Michel Laroche
Chapter 4 Relative National Identity and Consumer Product
Evaluations ....................................................................101
Aditi Grover and Philip Ramsey
Chapter 5 Cosmopolitans Go Shopping: A Phenomenological
Inquiry into How Cosmopolitans Relate to Global
and Local Brands ...........................................................119
Siok Kuan Tambyah and Darius Chen
Part III Consumer Cosmopolitans:
Th e New Marketing Role .......................................... 141
Chapter 6 Segmentation Strategies for Cosmopolitan Consumers ....143
Petra Riefler
Chapter 7 Communications and Cosmopolitanism ........................163
Robert Halsall
Chapter 8 Relationship Marketing to Cosmopolitan Consumers .....187
Melike Aktas Yamanoglu and Besime P?nar Ozdemir
Notes..................................................................................................213
References ...........................................................................................233
Index .................................................................................................261