Non-western contexts: The invisible half

Jafari, Aliakbar; Fırat, A. Fuat; Süerdem, Ahmet; Askegaard, Søren; Dalli, Daniele

doi:10.1177/1470593111424183

Cited by 48 publications

(40 citation statements)

References 24 publications

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“…For instance, alternative cultural perspectives have emerged in the consumer culture theory literature (see Jafari, Firat, Suerdem, Askegaard, & Dalli, 2012). One example is the work of Rohit Varman, who examined an anti-consumption movement in India through the lens of the cultural concept of swadeshi or self-sufficiency (Varman & Belk, 2009).…”

Section: Voices From the Southmentioning

confidence: 99%

Social marketing: the state of play and brokering the way forward

Gordon

Russell‐Bennett

Lefebvre

2016

Journal of Marketing Management

122

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Section: Voices From the Southmentioning

confidence: 99%

Social marketing: the state of play and brokering the way forward

Gordon

Russell‐Bennett

Lefebvre

2016

Journal of Marketing Management

122

View full text Add to dashboard Cite

“…Testing of the scales is required, especially if the compared countries are in different economic stages, and the scales should also be tested in non-Western contexts [109] since this will enable more reliable generalization of the findings [20]. Consumer research has concentrated predominantly on Western countries, and more specifically on the middle class in the United States [108,110].…”

Section: Research Methods and Datamentioning

confidence: 99%

Eco-Friendly Brands to Drive Sustainable Development: Replication and Extension of the Brand Experience Scale in a Cross-National Context

2017

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Abstract:The purpose of this study is to explore how consumers perceive eco-friendliness in their brand experiences and how this can be measured cross-nationally. This is a replication-extension study based on an existing brand experience scale. Data were collected in India and Finland from smartphone users (N = 1008). The fitness of the brand experience model is validated cross-nationally with structural equation modeling. The empirical data consisting of consumers' responses on the Apple, Samsung, and Nokia brands confirm that there is a unique dimension of eco-friendliness in the general brand experiences of consumers, and it is generalizable cross-nationally in India and Finland. The study presents a consumer-focused measure of sustainable development that could be used to track how consumers perceive the eco-friendliness of brands. The paper links consumer experiences that guide sustainable consumption behavior to the macro-level management of sustainable development. This paper extends previous research on brand experience measurement by testing cross-nationally a scale including a dimension for measuring eco-friendliness. The brand experience measurement scale could aid companies in tracking the success of their sustainable development initiatives on the brand level.

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“…Understanding consumer phenomena and markets as informed by layered and on-going social processes is particularly relevant in emerging economies where Western business executives, marketers, and academics cannot assume that they share cultural norms and analytic categories with the people in their target market (Jafari et al, 2012;Venkatesh, 1995). Critical regionalities applied to emerging markets highlight sociocultural contexts while underlining relationships of similarity and difference among places in a region.…”

Section: Resultsmentioning

confidence: 99%

“…Rather than analyze gated communities as a global and universalized phenomenon, or as a case study of gated communities in a specific city (e.g., Sa˜o Paulo) or country (e.g., Brazil), we pose the question, what can we learn from studying gated communities as a sociocultural phenomenon of the Latin American region? Latin America is an important but largely undertheorized region in consumer research, a field that primarily focuses on Anglo-North America (Jafari, Fırat, Su¨erdem, Askegaard, & Dalli, 2012;Thompson, Arnould, & Giesler, 2013). We hope that forwarding a critical regionalism approach will encourage more researchers to seriously consider focusing on the sociocultural contexts of markets and consumers outside of the United States and Western Europe.…”

Section: Introductionmentioning

confidence: 99%