How Globalization Affects Consumers: Insights from 30 years of CCT Globalization Research

Zahra Sharifonnasabi, Fleura Bardhi, Marius K. Luedicke

Research output: Contribution to journalArticlepeer-review

5 Citations (SciVal)
Original languageEnglish
Pages (from-to)273-298
Number of pages26
JournalMarketing Theory
Volume20
Issue number3
DOIs
Publication statusPublished - 2020
Externally publishedYes

Subject classification (UKÄ)

  • Business Administration

Keywords

  • consumer empowerment
  • consumer identity
  • deterritorialization
  • global brand
  • globalization
  • glocalization
  • homogenization
  • international marketing

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