Cross-Cultural Cool: Consumer Implications of Urban Identification in the United States and Hong Kong. (April 2013)

• Record Type: Journal Article
• Authors: Towns, Marlene Morris
• Is Part Of: Journal of public policy & marketing. Volume 32:Number 1(2013)Supplement
• Page Start: 131
• Page End: 143
• Publication Date: 2013-04
• Subjects: youth markets -- cross-cultural -- hip-hop -- consumer behavior -- social influence -- scale development -- animosity; Marketing -- Periodicals; Marketing -- Social aspects -- Periodicals; 658.802
• DOI: 10.1509/jppm.12.054
• Languages: English
• ISSNs: 0743-9156

Abstract

Identification with a particular subculture can mitigate feelings of animosity toward a country and its brands, making steps toward a truly global marketplace. The current research introduces a scale measure of urban identification and tests the urban construct cross-culturally on U.S. and Hong Kong populations. This scale measure shows the effects of urban identification on sources of consumer information, influence, and attitudes toward the United States and American products.