Does a global young consumer exist? A comparative study of South Korea and Poland
In this paper we analyse the phenomenon of the global young consumer. Taking the example of young people from South Korea and Poland, we show similarities and differences in their reaction to modern socio-cultural trends influencing consumption patterns. The globalization process is believed to a...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Warsaw
2015-04-01
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| Series: | Journal of Marketing and Consumer Behaviour in Emerging Markets |
| Subjects: | |
| Online Access: | http://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_1/JMCBEM_1(1)2015_Kacprzak,_Dziewanowska.pdf |