Attitudes toward LCCP strategies: A comprehensive framework.

Semenov, Alexey V.; Randrianasolo, Arilova

Within recent years, the choice of whether to employ local culture consumer positioning (LCCP) strategies has gained considerable interest in both international marketing research and practice, particularly due to the recent rise in nationalism around the world. This current research focuses on the individual-level drivers of consumer attitudes toward LCCP strategies by creating a more comprehensive framework of the antecedents of attitudes toward LCCP strategies. Utilizing an institution-based view, social identity, self-verification, and personality trait theories, we develop a framework that encompasses elemental personality traits (agreeableness and need for material resources), perceptions of national identity, international travel, world-mindedness, and national identification as direct and indirect antecedents of attitudes toward LCCP strategies. Within three studies, we test the hypothesized relationships in the proposed framework across two different markets (the US and India) and discover several interesting findings that contribute to understanding in both international consumer marketing theory and practice.

PERSONALITY; CONSUMERISM; CONSUMER attitudes; NATIONAL character; GROUP identity

Journal of International Consumer Marketing, 2024, Vol 36, Issue 5, p423

0896-1530

Academic Journal

10.1080/08961530.2023.2298385