ABSTRACT
With globalization on the rise, the world is shrinking and people can more easily move across physical and virtual borders, rapidly intensifying the interaction and integration among consumers and companies of dierent countries. These global interactions have facilitated the emergence of a consciousness of the world as a whole (Robertson, 1992) and have increased the cultural diversity of the marketplace, making it more complex and challenging for marketers. Increased cultural diversity due to globalization has brought dramatic changes to both the demand (i.e., consumers’ values and desires) and supply (i.e., brands that are oered) sides of markets.
