Consumer dispositions: Meanings and non-meanings of outgroup favourability |
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| Affiliation: | 1. UCP – Universidade Católica Portuguesa – Porto, Rua Diogo Botelho, 1372, Porto 4169-005, Portugal;2. ESPM – Escola Superior de Propaganda e Marketing, Rua Dr. Álvaro Alvim, 123, São Paulo, SP 04018-010, Brazil;1. University of Exeter, UK;2. Research Institute of Industrial Economics, Sweden;3. City University of Hong Kong, China;4. University of Leeds, UK;1. Ted Rogers School of Management, Ryerson University, 350 Victoria Street, Toronto, ON, M5B 2K3, Canada;2. International Business School, Shanghai University of International Business and Economics, No. 1900 Wenxiang Road, Songjiang District, Shanghai, 201620, China;1. School of Economics, Business Administration and Accounting in Ribeirão Preto (FEA-RP), University of São Paulo (USP), Brazil;2. Department of Accounting, School of Economics, Business Administration and Accounting in Ribeirão Preto (FEA-RP), University of São Paulo (USP), Av. dos Bandeirantes, 3900, FEA-RP, ZIP, 14040-905 Ribeirão Preto, São Paulo, Brazil;1. Hochschule für Technik und Wirtschaft Berlin, Department of Business and Law, Treskowallee 8, 10318 Berlin, Germany;2. Royal Holloway, University of London, School of Business and Management, Egham, Surrey, TW20 0EX, UK;3. Bangor University, Bangor Business School, Bangor, Gwynedd LL57 2DG, UK;1. University of Massachusetts, Amherst, Isenberg School of Management, 121, Presidents Drive, Amherst, MA 01003, USA;2. Newcastle University Business School, 5 Barrack Road, Newcastle upon Tyne NE1 4SE, United Kingdom;1. Department of Business Administration, National Taiwan University of Science & Technology, 43, Keelung Rd., Sec.4, Taipei City 106335, Taiwan;2. Department of Management and Global Business, Rutgers Business School, Rutgers University, 1 Washington Park, Newark, NJ 07102, United States;3. College of Management, Yuan Ze University, 135, Yuan-Tung Rd, Tao-Yuan City, 320, Taiwan |
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| Abstract: | Global brands play an important role for consumers with a preference for goods from places other than their own countries (outgroup disposition). Scholars have studied the phenomenon and proposed a variety of constructs describing outgroup dispositions; however, it is difficult to distinguish these constructs when analysed separately, and practitioners have used them indistinctively. This research contributes to disentangling such a plurality of conceptualisations by deeply analysing four of those constructs. They were conceptually differentiated, had their scales empirically validated in a cross-cultural empirical study (emphasising their discriminancy), and some nomological networks were then proposed. Susceptibility to Global Consumer Culture has its variability explained (directly or indirectly) by Consumer Cosmopolitanism, Openness and Desire to Emulate Global Consumer Culture, and Global Citizenship through Global Brands. Managers of a brand positioned as global should use the outgroup dispositions to identify its target in a precise manner and thus enhance the brand's perception by either promoting the unification of people around the world or showing the brand's role as an ambassador of plurality between people. |
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| Keywords: | Consumer dispositions Global consumer culture Consumer cosmopolitanism Openness Susceptibility Global citizenship |
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