Title: Bridging culture and consumer value: towards an integrative framework

Authors: Hamid Yeganeh, Pascale Marcotte, Laurent Bourdeau

Addresses: College of Business, Winona State University, Minnesota 55987, USA. ' Department of Leisure and Social Communication Sciences, Universite du Quebec a Trois-Rivieres, Quebec G9A 5H7, Canada. ' Department of Management, Universite Laval, Quebec G1K 7P4, Canada

Abstract: Globalisation of business offers a compelling reason for understanding the effects of culture on consumer behaviour. This paper aims to provide a theory-driven conceptual framework by incorporating both |culture| and |consumer value|. First, the concepts of |cultural value| and |consumer value| are untangled and, then, by relying on a means-end perspective their possible relationships are theorised. At the end, the implications of culture for consumer values are discussed and a testable agenda for future empirical research is presented.

Keywords: consumer value; culture; cross-cultural marketing; integrative frameworks; globalisation; international consumer behaviour; international marketing; cultural values; means-end perspectives; business; economics; emerging markets.

DOI: 10.1504/IJBEM.2010.031688

International Journal of Business and Emerging Markets, 2010 Vol.2 No.2, pp.147 - 162

Available online: 18 Feb 2010 *

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