Chantal Ammi is a Professor at the National Institute of Telecommunications, Evry, France, head of MINT laboratory.

• Introduction xiiiPART 1. Topics of Themes 1Chapter 1. E-Travel Agents Selling to Ethnic Customers 3Euler G.M. de SOUZA and Tunc MEDENI1.1. Introduction 31.2. Market structure 51.3. Customer relationship through the Internet 91.4. Electronic distribution channel 101.5. Services marketing 111.5.1. Management of the service delivery process 111.5.2. Nature of interaction between consumers and suppliers 121.6. Relationship marketing 141.7. Hypotheses and findings 181.7.1. Hypotheses 191.7.2. Findings 221.8. Conclusions, limitations and future research 231.9. References 25Chapter 2. Local Advertising over the Product Life Cycle: The Product-Consumer Relationship in the International Context 29Saku MAKINEN and Hanna-Kaisa DESAVELLE2.1. Introduction 292.2. Background and objectives 302.3. Theoretical framework 332.3.1. Pronouns as relationship building units 342.3.2. Advertising and personal and possessive pronouns 352.4. Data and methods 362.5. Results and contribution 382.5.1. Mobile phones 392.5.2. Digital cameras 432.5.3. DVDs 442.6. Conclusions and limitations 472.7. References 49Chapter 3. Culture and Diversity: A New Approach of Management 53Chantal AMMI3.1. Introduction 533.2. The notion of culture 543.2.1. Definition, content and properties 543.2.2. Properties, functions and process 553.3. Culture and globalization 553.3.1. Culture: orientation of values 563.3.2. Culture: a solution for global problems 563.4. Multiculturalism and the global economy 583.4.1. Global companies 583.4.2. Countries with ethnic, cultural, religious and linguistic diversity 603.4.3. Countries with imported ethnic minorities 623.4.3.1. Integration or assimilation? 623.4.3.2. Ethnic marketing 633.5. Conclusion 653.6. References 65Chapter 4. Is Behavior Prone to Social Influence? 67Toufik KHARBECHE and Kaouther JELASSI4.1. Introduction 674.2. The problem 684.3. Theoretical view: a psychoanalytical “interactionist” diagram 684.4. Culture in the sociological sense 694.5. Does behavior result from social identity? 704.6. Behavior and collective conscience 704.6.1. Social psychology 714.6.2. Cognitive approach of the individual: the personal and mechanical behavior of the individual 724.6.3. Phenomenological approach of the individual: individualist dominant of the behavior 724.6.4. Phenomenological approach of the social individual: priority of the interests of the group 734.7. Behavior: from individual identity to social identity 734.7.1. Covariance model 754.7.2. Social identity: the origin of social behavior 754.7.3. Social identity and membership group 764.7.4. The social link: regulator of community behavior 774.7.5. The social status of the individual: factor of specific behaviors 784.7.6. Social status: conformist behavior – a source of social cohesion? 794.7.7. Deviance facing social standards: non-conformist behavior 804.8. Conclusion 804.9. References 82PART 2. Applications at the National Level 85Chapter 5. The Gender Approach to Understanding Time-Saving Durables Buying: Tunisian Women in 2000 87Rafika BEN GUIRAT5.1. Introduction 875.2. Gender approaches in marketing 895.2.1. Gender orientation of the roles/ideology of gender 905.2.2. Women’s remunerated work 925.3. Housework 945.4. Assumptions of the research 965.4.1. “Family addicted” women 995.4.2. Resigned women 1005.4.3. Consensual women 1005.4.4. “Avant-gardist” women 1015.5. Summary of results 1015.6. Conclusion 1035.7. References 1045.8. Appendix 107Chapter 6. The Cultural Impact on Changes in Consumption: Lithuania and Bulgaria 109Jadvyga CIBURIENE and Anastasiya MARCHEVA6.1. Introduction: globalization and culture 1096.2. Material determinant for consumption 1116.3. National culture values 1126.4. Material culture 1156.5. Changes in consumption 1166.6. Conclusion 1226.7. References 122Appendix 1: Lithuania and Bulgaria basic characteristics in 2004 124Chapter 7. Country of Origin: Perceptions and Attitudes of Portuguese Consumers 125Ana LISBOA7.1. Introduction 1257.2. Country of origin effects on consumer behavior 1277.2.1. Country of origin effects defined 1277.2.2. Halo or summary 1287.2.3. The importance of the country of origin 1297.2.4. Factors influencing the attitude towards the country of origin 1307.3. Research hypotheses 1317.4. Empirical analysis 1337.4.1. Sample 1347.4.2. Instrument 1367.5. Results 1367.6. Discussion 1397.7. Concluding comments 1437.8. References 144Chapter 8. Consumer Shopping Behavior Online: The Case of Spanish Web Users 147Carla RUIZ MAFE and Silvia SANZ BLAS8.1. Introduction 1478.2. Online buyers worldwide 1488.3. Key drivers of global consumer shopping behavior online 1528.3.1. Demographics 1528.3.2. Internet experience 1548.3.3. Browsing behavior 1548.3.4. Shopping orientations 1558.3.4.1. Convenience and time saving 1558.3.4.2. Access to products unavailable in the local market 1568.3.4.3. Variety and range of products 1568.3.4.4. Price reductions 1578.3.4.5. Adapting marketing programs 1578.4. The case of Spanish e-shoppers 1598.4.1. Methodology 1598.4.2. Results 1608.5. Conclusions and managerial implications 1678.6. References 170Chapter 9. The New, Improved, Indian Consumer 175Partho GANGULY9.1. Understanding the billion minds 1759.1.1. Income growth 1789.1.2. Affordability growth 1789.1.3. Obsession of education- and health-consciousness advances 1809.1.4. Entertainment 1819.2. A springboard for more consumption 1829.3. A new consumption push for 2006–07 1849.3.1. The rising middle class in India 1889.4. Impact on marketing 1889.4.1. Required: mature market strategies 1889.5. Conclusion 1929.6. References 192Chapter 10. Globalization and Consumer Behavior: A Case Study of Cell Phone Owners in India 195Velan NIRMALA and U. DEVASENADHIPATHI10.1. Introduction 19510.2. Data and methodology 19910.3. Empirical results and discussions 20210.4. Conclusion 21310.5. References 21410.6. Appendix 217Chapter 11. Factors Affecting Technology Adoption in India: A Consumer-Based View 219Atanu ADHIKARI and A.K. RAO11.1. Introduction 21911.2. History of diffusion of innovation 22011.3. A theoretical framework 22311.4. Adoption of electronic banking service innovations 22311.5. Data 22511.5.1. Measures and scaling 22511.5.2. Analysis 22511.5.3. Factor analysis 22611.6. Discussion and conclusion 22711.7. References 22711.8. Appendix 230Chapter 12. Chinese Culture and Chinese Consumer Behavior 237Lei TANG12.1. Introduction 23712.2. The cultural difference between China and the West 23912.3. Chinese traditional culture and its values 24112.3.1. Confucianism and core beliefs 24112.3.2. Taoism 24312.3.3. Buddhism 24512.4. Some essential aspects of Chinese culture 24712.4.1. Group orientation 24712.4.2. Guanxi is one of the secrets to success in China 24812.4.3. The Chinese are superstitious 25012.5. Who are the major customers in China? 25012.6. Brand effect on Chinese consumer behavior 25312.7. Managerial implications and suggestions 25412.8. Discussion and limitations 25612.9. Conclusion 25712.10. References 257Chapter 13. Modeling the Indicators of Purchasing Behavior Toward Counterfeits: An Exploratory Study in China 263Sindy CHAPA and Monica D. HERNANDEZ13.1. Introduction 26313.2. Hypotheses development 26413.2.1. Risk perception 26413.2.2. Brand parity 26513.2.3. Susceptibility to Normative Influence (SNI) 26513.2.4. Value-expressive function 26613.2.5. Conceptual model 26713.3. Research design 26713.3.1. Data collection 26713.4. Data analysis 26813.4.1. Assessment of the measurements 26813.4.2. Results 26913.4.2.1. Model testing 26913.4.2.2. Hypotheses testing 26913.5. Discussion 26913.6. References 271List of Authors 275 Index 279