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http://dx.doi.org/10.5850/JKSCT.2007.31.7.1085

Effects of Cosmopolitanism and Nationalism on Apparel Product Shopping  

Youn, Song-Yi (Dept. of Clothing & Textiles, Hanyang University)
Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.31, no.7, 2007 , pp. 1085-1096 More about this Journal
Abstract
Globalization of market has put considerable research activities in cosmopolitism and nationalism. In addition, consumer's perception of product's country of origin is widely regarded as an important influence on their shopping behavior. The objective of this paper is to investigate the joint effect of cosmopolitanism and nationalism on shopping orientation and awareness of the country of origin of fashion products among Korean young consumers. Data from 471 young Korean consumers were analyzed. According to the cosmopolitanism/nationalism measure, respondents were segmented into three groups: global, local and glocal group. Results indicated that global and glocal consumers value symbolic and non-conforming aspects of fashion product shopping and were more interested in country of origin of products than local consumers. Global consumers showed higher level of foreign product preference than local and glocal consumers. Some managerial implication for marketing practitioners was suggested.
Keywords
Cosmopolitanism; Nationalism; Country of origin awareness;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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