The moderating role of local vs. foreign shopping context in consumer experience

Chan, Elisa K. (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland)

The current study seeks to provide a better understanding of how consumers experience shopping and whether it is contingent on local vs. foreign contexts (i.e., local vs. foreign brand department store). Using data collected by an intercept method with shoppers at a local and foreign brand department store in China, the current study finds that different types of values (i.e., emotional and intellectual) are associated with a local vs. foreign shopping context, which, in turn, affects consumer trust and customer loyalty. Results contribute to consumer experience and branding literature, and suggest that domestic companies should not blindly replicate management and operational practices of foreign companies.


Keywords:
Article Type:
scientifique
Faculty:
Economie et Services
School:
EHL
Institute:
Aucun institut
Subject(s):
Economie/gestion
Date:
2019-10
Pagination:
16 p.
Published in:
Journal of global marketing
Numeration (vol. no.):
2019, vol. 31, no. 5, pp. 339-353
DOI:
ISSN:
0891-1762
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2019-07-01, last modified 2019-10-07

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