Purpose The purpose of this study is to develop the scale of the metaverse experience and
examine the effect of the metaverse experience on consumer happiness in luxury brands …

The character and underlying causes of global consumer culture (GCC), and the effects of
globalization on self-concept and cultural identity have been the subject of much debate …

Many consumers have become disillusioned with globalization and harbor anxieties about
its various aspects. Yet there is scant empirical research on the subject, and little effort has …

Abstract Consumers in the United States (n= 290) and Japan (n= 221) participated in 2× 2
experiments designed to test effects of agent type (online human or chatbot) and …

Purpose In a globalized world, consumers embrace mutually conflicting cultural values
rather than making exclusive, either/or choices. As a result, they experience multiple …

ABSTRACT Historic Boom Town (HBT) main streetscapes were once the centerpieces of
everyday life in rural Western America. Today, these historic streetscapes are increasingly …

A música pop coreana, K-Pop, consiste em um gênero musical oriundo da Coréia do Sul
que tem se difundido em vários países, inclusive no Brasil. Esta subcultura de consumo teve …

Nowadays, people around the world are connected through social networks. This
hyperconnectivity implies that companies need to think about the perceptions and opinions …

Every place produces a large variety of outputs, and understanding the antecedents of how
and why consumers may view them is essential in marketing. Considering the relevant terms …

Globalization has brought relevant changes in markets and has made consumers more
sophisticated. Accordingly, the concept of consumer culture has become a pivotal matter …