【摘 要】
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In this article,the authors address an issue that in China,the big emerging markets with great regional diversity,what is the effect of regional modernization level and consumers personality traits on
【机 构】
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Shanghai University
【出 处】
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香港城市大学,中国石油大学,加州大学河滨分校,伊利诺伊大学厄巴纳-香槟分校
论文部分内容阅读
In this article,the authors address an issue that in China,the big emerging markets with great regional diversity,what is the effect of regional modernization level and consumers personality traits on global product preference and local product preference in different industries? To answer this question,the authors propose an integrated framework of modernization,global identity,self-construal,global product preference(GPP),and local product preference(LPP).They conducted an empirical study with individual survey data and city level statistics data in three industries including food,clothing and consumer electronics.By studying and reemphasizing the puzzle between "Global" and "Local" in consumers product preference,the study findings management with strategic direction on how to market in a large emerging market both for multinational and domestic companies.
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