Consumer Attitude in Emerging and Developing Countries

This book covers several important issues in understanding consumer attitude in emerging and developing countries, with survey data to support a few conceptual frameworks. The topics include: the drivers of consumer attitude toward global versus local brands, and toward globally standardized versus locally adapted products; framing effect in consumer choice and its role in inducing preference reversal among global and local brands; consumers' passionate love as a personality trait and its relationship with their emotional attachment toward luxury brands, those are a typical and special kind of global brands to consumers in emerging and developing countries. Based on literature review, this book contains several empirical studies to give out some important findings. It helps the scholars and managers in international marketing field better understanding their consumers' attitude and the influencing factors, to facilitate effective marketing strategies.