How individual value structures shape smart shopping experience and brand choices: an international perspective

摘要

This study explores the extent to which smart shopping, and particularly its effect on consumer attitudes towards store brands and national brands, is influenced by consumers' cultural values. Our conceptual model, based on Schwartz's value framework, was tested with a survey that sampled 1272 shoppers from six different countries (USA, UK, France, Germany, Italy and Spain). According to the results, the values that individuals acquire in their cultural environment significantly influenced their smart-shopper self-concept. Additionally, there were cross-country differences in consumers' value frameworks. As expected, smart shoppers' self-concept influenced their attitude towards both store brands and national brands, but was less influential in the former's case. These results have important implications for international marketing scholars and practitioners, especially regarding strategic aspects such as segmentation, positioning, and major communication strategies.