Cross-Cultural Cool: Consumer Implications of Urban Identification in the United States and Hong Kong

Identification with a particular subculture can mitigate feelings of animosity toward a country and its brands, making steps toward a truly global marketplace. The current research introduces a scale measure of urban identification and tests the urban construct cross-culturally on U.S. and Hong Kong populations. This scale measure shows the effects of urban identification on sources of consumer information, influence, and attitudes toward the United States and American products.