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Cross-Cultural Validation of Smart Shopping Process and Its Influence on Brand Attitude

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Mónica Gómez-Suárez

    (Universidad Autónoma de Madrid)

  • Myriam Quiñones

    (Universidad Autónoma de Madrid)

  • María Jesús Yagüe

    (Universidad Autónoma de Madrid)

Abstract

This study analyses how the smart shopping mechanism works in an international context. Academic attention to this topic is insufficient. Although scales for smart shopper feeling and smart shopper behavior have been developed separately, no previous research has studied the complete process. Using multi-group structural equation modelling, we validate a cross-cultural scale to demonstrate how this process has an influence on brand attitude in four western countries. The effect of smart shopping self-concept on national brand attitude compared to store brand attitude is higher in the Mediterranean countries (Italy and Spain) than in the US and Germany.

Suggested Citation

  • Mónica Gómez-Suárez & Myriam Quiñones & María Jesús Yagüe, 2016. "Cross-Cultural Validation of Smart Shopping Process and Its Influence on Brand Attitude," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Els Gijsbrecht (ed.), Advances in National Brand and Private Label Marketing, pages 153-161, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-39946-1_19
    DOI: 10.1007/978-3-319-39946-1_19
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