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The Effect of Smart Shopping on Attitudes Towards Store and National Brands: The Influence of Individual Values in A Cross-Cultural Context

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Mónica Gómez

    (Universidad Autónoma de Madrid)

  • Myriam Quiñones

    (Universidad Autónoma de Madrid)

  • María Jesús Yagüe

    (Universidad Autónoma de Madrid)

Abstract

The term “smart shopper” is used to describe a type of shopper the number of whom is on the increase in today’s socioeconomic environment. Given the absence of works which study the similarities and differences between smart shoppers of different countries, the aim of this research is to analyze the effect smart shopping feelings have on attitudes towards store brands and promoted national brands within a multicultural environment. The results show that in the US, the values representing tradition and self-expression are seen to have a greater influence on smart shopping feelings and the attitude towards brands. In Spain smart shopping feelings are influenced by values related with fun, curiosity and creativity.

Suggested Citation

  • Mónica Gómez & Myriam Quiñones & María Jesús Yagüe, 2015. "The Effect of Smart Shopping on Attitudes Towards Store and National Brands: The Influence of Individual Values in A Cross-Cultural Context," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Raj Sethuraman (ed.), Advances in National Brand and Private Label Marketing, edition 127, pages 203-211, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-20182-5_21
    DOI: 10.1007/978-3-319-20182-5_21
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