Conference Presentations

Consumer Culture Matters: What Marketers Need to Know

Sharon Shavitt, University of Illinois at Urbana-Champaign

In this half-day workshop, Sharon Shavitt (University of Illinois at Urbana-Champaign) will explore the cultural background “clues” that can help marketers create more effective branding, brand extension, and pricing strategies. She will examine differences/commonalities in the value profiles of Eastern and Western consumers, focusing on the cultural core values that predict consumer motivation. With new findings on Latin American consumers, she will discuss how South American and Hispanic consumers differ from European-American and East Asian consumers and the implications for all types of branding strategies, including luxury branding. This workshop is for researchers and B2B and B2C marketers who want to ensure that their strategies speak to the things that matter to their customers. No passport required.

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Consumer Culture Matters: What Marketers Need to Know

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