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Consumer Aspects of International Marketing

Part 3. Consumer Behavior

  1. Claudiu V. Dimofte

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03061

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Dimofte, C. V. 2010. Consumer Aspects of International Marketing. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. Georgetown University, Washington, DC, USA

Publication History

  1. Published Online: 15 DEC 2010


The emergence of global consumption patterns and the complexity involved in dealing with the still remaining national differences attest to the importance of consumer research in international marketing. When considering the relevant conceptual and theoretical perspectives, the emic-etic juxtaposition should be carefully assessed in order to ensure the validity of subsequent findings and their relevance to corporate strategy. At the same time, when thinking about the practical aspects of assessing and satisfying consumer needs across the globe, issues such as the appropriate operationalization of constructs and the achievement of measurement equivalence across multinational samples should be at the center of international marketing research. Finally, the extensive literature on topics such as consumer ethnocentrism/cosmopolitanism, the country-of-origin effect, and global branding is informative to both academics and practitioners in suggesting that, despite local specifics, the global consumers' behavior is governed by universal psychological processes and cognitive biases.


  • global consumer;
  • global brand;
  • consumer culture;
  • international marketing research