• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>European journal of international management >Consuming 'European': capturing homogeneity and heterogeneity in consumer culture of five EuroDean countries
【24h】

Consuming 'European': capturing homogeneity and heterogeneity in consumer culture of five EuroDean countries

机译：消费“欧洲人”：在五个欧洲国家的消费文化中捕捉同质性和异质性

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

The European Union has been an important part of everyday life for European consumers, and companies actively encourage cross-national consumption experiences by developing and implementing pan-European marketing strategies. However, the theoretical underpinnings for the cultural dynamics within the EU remain sketchy and largely unexplored. This paper aims to understand how consumers balance the 'new' realities within the EU and their influence on consumption behaviour. Consumer culture theory, ethnic identity and acculturation theory are applied to the multifaceted EU context and particularly the effects on consumption behaviour. Focus groups with consumers in Austria, Denmark (i.e. countries with longer EU membership), Slovenia, Poland and Czech Republic (i.e. countries with short membership status) provide empirical insights to our theoretical contentions. Results for different product categories are discussed by means of emerging stories from focus group discussions.
机译：欧盟一直是欧洲消费者日常生活的重要组成部分，公司通过制定和实施泛欧营销策略来积极鼓励跨国消费体验。但是，欧盟内部文化动态的理论基础仍然是粗略的，并且在很大程度上尚未得到探索。本文旨在了解消费者如何平衡欧盟内部的“新”现实及其对消费行为的影响。消费文化理论，种族认同和文化适应理论被应用于多方面的欧盟背景，尤其是对消费行为的影响。与奥地利，丹麦（即欧盟成员资格较长的国家），斯洛文尼亚，波兰和捷克共和国（即会员资格较短的国家）的消费者组成的焦点小组为我们的理论论点提供了经验性见解。通过焦点小组讨论中的新兴故事来讨论不同产品类别的结果。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号