A Cross-cultural Comparison of Materialism in Emerging and Newly Developed Asian Markets

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Kittichai "Tu" Watchravesringkan, Associate Professor (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site: http://library.uncg.edu/

Abstract: Considering the needs of refined branding strategies and economic disparity within the Asianmarket, an importance of comparing the materialism level across Asian countries has risen.Therefore, the overall materialism with its three dimensions by country and by demographicinformation are explored. Data were collected from the three Asian countries representing twoemerging markets (China and India) and one newly developed country (Korea). The results showedthat Korean consumers were the most materialistic of the three groups, followed by Chinese andIndians, whose overall materialism levels were not significantly different. A significant effectbetween China and India was found on success and centrality. Gender effect was only found onthe centrality dimension among the Korean sample. This paper provides a new perspective instating that a country’s materialism level reflects a consumer’s changing values as a consequenceof economic development through time. Also, a new attempt to examine the effect of economicdevelopment and gender on the three materialism dimensions among Asian countries contributesto establishing better branding strategies for global marketers.

Additional Information

International Journal of Business, Humanities, and Technology, 6(1)
Language: English
Date: 2016
materialism, cross-culture marketing, China, Indian, South Korea

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