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Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy, Irem Yoruk
Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy, Irem Yoruk
Wayne State University Dissertations
Identity is an important predictor in consumer behavior; but marketing managers’ understanding of global identity is limited. This dissertation develops a more comprehensive conceptualization of the construct of global identity than those currently proposed in the literature. Anchored in identity and social identity theories, this work develops a multidimensional scale for measuring global identity, and validates this scale across two cultural environments, Turkey and the United States. This new scale is composed of four dimensions that explain the domain of global identity, three of which are comprised of two sub-dimensions. This work shows that these converge into a third-order global …