Resumen o Introducción
Consumer trends have undergone through constant changes over the last few years as globalisation continues to influence consumption behaviours. A modern-day shopping mall in Shanghai, such as ALDI, offers a comparable customer experience as ALDI's store in Germany. This trend transcends in many other shopping malls globally due to globalised retail stores and product lines.
Online market spaces also provide parallel browsing and e-consumption experiences globally. Shavitt and Barnes (2020) postulate that new consumption behaviours and preferences depict globalised trends and convergences, especially in the retail sector. Despite these commonalities, the concept of global consumer identity manifests unique features that have considerable impacts on consumption behaviours at regional and global scales.
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- Anónimo, 2021, Consumer Identity and Global Branding Strategies, Múnich, GRIN Verlag, https://www.grin.com/document/1276183
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