Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions
The last few decades have seen the emergence of global consumer culture (GCC) as an important force in the marketplace. Yet, in recent years, powerful political and economic forces suggest that globalization might be stalling, leading to renewed interest in local consumer culture (LCC). This article...
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| Format: | Article |
| Language: | English |
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SAGE Publications Ltd
2019
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| Online Access: | View Fulltext in Publisher |