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The savvy French consumer : a cross-cultural replication
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Garnier, Marion and Macdonald, Emma K. (2009) The savvy French consumer : a cross-cultural replication. Journal of Marketing Management, 25 (9-10). pp. 965-986. doi:10.1362/026725709X479327 ISSN 0267-257X.
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Official URL: http://dx.doi.org/10.1362/026725709X479327
Abstract
While French consumers' adoption of broadband may slightly lag UK and Australian uptake, their adoption of various interactive technologies is rapidly increasing. The multi-dimensional 19-item consumer SAVVY scale helps to assess consumer competency – including technological sophistication, marketing literacy, and networking – and can be used for population profiling. The scale is applied to a sample of French consumers (in French language) and a sample of UK consumers (in English). The findings indicate translational equivalence for the French-language version, as well as good fit and reasonable stability of the scale in the French and UK replications. Thus the conceptual equivalence of "savvy" across cultures is supported. However, further analysis indicates that a parsimonious 10-item measurement model in the French context may be justified. The findings have implications for conceptualisation and assessment of consumer savvy across cultures. The implications for research and practice, as well as the study limitations, are discussed.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School | ||||
Journal or Publication Title: | Journal of Marketing Management | ||||
Publisher: | Routledge | ||||
ISSN: | 0267-257X | ||||
Official Date: | 2009 | ||||
Dates: |
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Volume: | 25 | ||||
Number: | 9-10 | ||||
Page Range: | pp. 965-986 | ||||
DOI: | 10.1362/026725709X479327 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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