Acceso usuarios
Alexander Jakubanecs, Magne Supphellen
This paper develops a measurement of culture on the product category level, called the cultural embeddedness of products (CEP) scale, and progresses the scale in accordance with standard procedures. It defines CEP as the degree to which a product is connected with ethnic/national culture. The centrality of national/ethnic identity and culture, and its meanings for individuals, lead us to propose CEP as predictive of consumer attitudes and intentions. In particular, we posit that CEP plays a role for local products and potential brands, similar to that played by perceived brand globalness for global brands. We validate a two-dimensional CEP scale in two cultures "American and Norwegian" and find that the scale exhibits good psychometric qualities in both. We also present the particularly consistent effects of the ethnic identity relevance dimension of CEP on attitudes and purchase intentions through perceived product quality. The paper concludes with a discussion of the implications for marketing research theory and practice.
