Dissertations / Theses on the topic 'Cross- Cultural Marketing Model'
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Watchravesringkan, Kittichai. "A hierarchical model of values, price perception, ongoing search and shopping behaviors: A cross-cultural comparison." Diss., The University of Arizona, 2005. http://hdl.handle.net/10150/280776.
Full textYani, de Soriano Marie Mirella. "An empirical examination of the behavioural perspective model of consumer choice in a Latin American context." Thesis, Keele University, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.341242.
Full textChung, Sean. "The role of culture in service quality : a cross-national study in Britain and Trinidad and Tobago." Thesis, University of Manchester, 2015. https://www.research.manchester.ac.uk/portal/en/theses/the-role-of-culture-in-service-quality-a-crossnational-study-in-britain-and-trinidad-and-tobago(d335d918-3d93-4bdb-842e-f424a8d4e217).html.
Full textDakin, John. "Country of origin effect and the image of Third World manufactured goods exporters : an example from Zimbabwe." Thesis, University of Derby, 2006. http://hdl.handle.net/10545/224911.
Full textSvobodova, Petra, and Anna Gnyria. "Cross-cultural differences in marketing communications : The Importance of cross-cultural differences in the marketing communications: Investigated in Central and Eastern Europe." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-27896.
Full textRayford, Vernon Alvin. "A cross cultural communication model of ministry." Theological Research Exchange Network (TREN), 1989. http://www.tren.com.
Full textAdams, Pedro Duan. "An international marketing framework for Ford South Africa in Nigeria." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/3869.
Full textDietrich, Katrina, and Giorgos Angelakis. "Services Marketing in a Cross-Cultural Environment: Elekta in Germany." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-16249.
Full textHsieh, Hsiu Ching. "A new model for cross-cultural web design." Thesis, Brunel University, 2008. http://bura.brunel.ac.uk/handle/2438/5388.
Full textStuckey, Rachel E. "Creating a Model for Developmental, Cross-Cultural Design." University of Cincinnati / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1342716398.
Full textHachmeister, Philip, and Andrian Satrio. "Services marketing in a cross cultural environment : the case of Brazil." Thesis, University of Gävle, Department of Business Administration and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-4814.
Full text
ABSTRACT
Aim: Despite the domestic and international importance of services the research about the internationalization of services it is limited. Compared to products, services differ in nature. They are intangible and heterogeneous, meaning they are usually consumed at the point of purchase and are performed, as well as perceived differently. When a service provider wants to market its offerings in culturally distant country, the local country's culture is an important factor during the process of adaptation/standardization of the service. What is acceptable in one country might not be acceptable in another. Thus, this study aims to identify how adaptation/standardization of a service in a foreign country takes place, how the problems of intangibility and heterogeneity are handled.
Method: This study presents the single case of the Swedish medical systems company Elekta and its efforts to market its Gamma Knife Technology, a neurosurgical method, to Brazil. It is based on secondary data, in form of topic related books, scientific articles and internet sources, only. For gathering primary data, an exploratory research design was chosen to conduct a qualitative research. Structured interviews were chosen to acquire data since they are particularly helpful when dealing with complex issues. The interviews were sent in form of email questionnaires to a contact person at Elekta's head quarter in Sweden, as well as the Swedish/Brazilian co-operation. However, both interviewees did not respond contrary to prior agreements.
Result & conclusion: The analysis of the findings revealed that, according to Hofstede's Five Cultural Dimensions both countries differ greatly in culture. Whilst some service characteristics are likely to be fully or mainly standardized, others will have to be adapted in order to fit the local culture. The service itself, as well as the service's process, its people involved and its physical evidence offer great potential for standardization, whereas pricing and promotion tend to be affected strongly by income and language and thus, is likely to require adaptation. Clearly, the local culture plays an important role during the process of adaptation/standardization. Cultural adaption can make service offering more tangible by reducing the gap of misunderstanding. Service providers should standardise service offerings, ideas, values and beliefs connected to the quality of a service and adapt factors related to the market. Standardisation and adaptation can both be implemented successfully in the market. A balanced combination makes services more homogenous and tangible.
Suggestion for further research: There is limited research available concerning the internationalization of services, with special regards to the process of adaptation /standardization. This study is based only on a single case, without primary research. Further research in Trust and Networking is required to complete the model. Furthermore, lacking primary sources from both companies, further research regarding of how both companies are providing services are required.
Contribution of the thesis: This work seeks to make a contribution towards a clearer understanding of international services marketing and the process of adaptation/standardization of services. It emphasizes on the importance of culture during the process of adaptation/standardization with regards to the intangibility and heterogeneity of services. It is based on previous research conduct by Hyder & Fregidou-Malama (2007) focusing on the adaptation/standardization of Elekta's services in Egypt.
Key words: International services marketing, service, adaptation, standardization, culture, intangibility and heterogeneity
Rydback, Michelle. "Service Marketing in Cross-Cultural Envirorment : the Case of the Philippines." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-9756.
Full textCutler, Bob D. (Bob Dean). "International advertising: a content analysis of cross-cultural differences." Thesis, University of North Texas, 1991. https://digital.library.unt.edu/ark:/67531/metadc332550/.
Full textGöthlin, Alexander, and Anna Jacobsson. "A cross-cultural dilemma of standardization or adaptation : A study of Swedish B2B firms marketing activities in India." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35760.
Full textPeyroteo, Madalena Pires. "Conflict management : a cross-cultural approach in Macau public administration." Thesis, University of Macau, 2000. http://umaclib3.umac.mo/record=b1636758.
Full textChan, Xinni. "A Cross-Cultural Investigation of Group Stereotypes." University of Toledo / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=toledo1372072907.
Full textGutehall, Stefan. "Health Services Marketing in a Cross-Cultural Environment: Elekta in Hong Kong." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-14202.
Full textJUNG, JAE MIN. "INTERACTIVE IMPACT OF CULTURE AND INDIVIDUAL CHARACTERISTICS ON ETHICAL DECISION-MAKING PROCESSES, CRITERIA, AND JUDGEMENTAL OUTCOMES: A CROSS-NATIONAL COMPARISON BETWEEN SOUTH KOREA AND UNITED STATES." University of Cincinnati / OhioLINK, 2002. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1022630223.
Full textHOLLINGSWORTH, DIANA MORENO. "THE INTERVIEW: A CROSS-CULTURAL MODEL, STRATEGIES AND EVALUATIVE MEASURES." Diss., The University of Arizona, 1987. http://hdl.handle.net/10150/184112.
Full textSCHLESSMAN-FROST, AMY C. "CROSS-CULTURAL COVENTURING: A MODEL, TAXONOMY, AND SOME COMPUTER IMPLICATIONS." Diss., The University of Arizona, 1987. http://hdl.handle.net/10150/184119.
Full textZaytseva, Maria, and Alena Bazyleva. "Services Marketing in a Cross-Cultural Environment – The Case of Elekta in Russia." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-12297.
Full textMassingham, Lester Charles. "The essence of marketing : a cross-cultural inquiry into prevailing beliefs and practices." Thesis, Durham University, 1992. http://etheses.dur.ac.uk/5770/.
Full textElgh, Johan, and Felix Nyberg-Åslund. "Developing an integrated cross-cultural marketing communication strategy for software developing B2B SMEs." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-119149.
Full textSayers, Laurie A. "Osteoporosis : a model for cross-cultural investigation of a multifactorial disorder." Virtual Press, 1999. http://liblink.bsu.edu/uhtbin/catkey/1124873.
Full textDepartment of Anthropology
Baghdadi, Waheed I. "The role of cross-cultural B2B relationship marketing : an investigation of Saudi Telecom Company (STC)." Thesis, University of Bedfordshire, 2013. http://hdl.handle.net/10547/315808.
Full textMitchell, Lorianne D. "What Makes an Effective Mentor: A Cross- Cultural (BRIC) Comparison." Digital Commons @ East Tennessee State University, 2017. https://dc.etsu.edu/etsu-works/8297.
Full textZeng, Tian S. M. Sloan School of Management. "The competency model of movie producers for cross-cultural co-production projects." Thesis, Massachusetts Institute of Technology, 2020. https://hdl.handle.net/1721.1/126999.
Full textCataloged from the official PDF of thesis.
Includes bibliographical references (pages 36-38).
Movie producers are the de facto managers and leaders of movie crews who demand a comprehensive set of communication skills to solve the hundreds of problems during daily productions. The recent rise of international co-production movies has created more and more workspaces with multicultural teams. This calls for additional cross-cultural communication skills for producers to resolve new intercultural conflicts and communication issues that have emerged in this new working environment. This paper examines the competency model of movie producers in the context of cross-cultural communication. This paper also presents a co-production case to illustrate the findings of cross-cultural communication competency theories.
by Tian Zeng.
S.M. in Management Studies
S.M.inManagementStudies Massachusetts Institute of Technology, Sloan School of Management
Morales, Velázquez Cesáreo. "Cross-Cultural Validation of the Will, Skill, Tool Model of Technology Integration." Thesis, University of North Texas, 2006. https://digital.library.unt.edu/ark:/67531/metadc5256/.
Full textEnkh-Amgalan, Rentsenkhand. "The Indulgence and Restraint Cultural Dimension: A Cross-Cultural Study of Mongolia and the United States." Digital Commons @ East Tennessee State University, 2016. https://dc.etsu.edu/honors/329.
Full textReed, Rick. "An applied model for communicating theological concepts cross-culturally." Theological Research Exchange Network (TREN), 1985. http://www.tren.com.
Full textDrewek, Paula A. "Cross-cultural testing of James W. Fowler's model of faith development among Baha'is." Thesis, University of Ottawa (Canada), 1996. http://hdl.handle.net/10393/10176.
Full textDrewek, Paula A. "Cross-cultural testing of James W. Fowler's model of faith development among Bahá'ís." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1996. http://www.collectionscanada.ca/obj/s4/f2/dsk3/ftp05/nq20998.pdf.
Full textCollie, Robert A. "Designing a training model for cross-cultural ministry in a post-modern context." Theological Research Exchange Network (TREN), 2007. http://www.tren.com/search.cfm?p049-0486.
Full textWolfe, Nancy L. "Application of the relational model of therapy in cross cultural counseling with children." CSUSB ScholarWorks, 1995. https://scholarworks.lib.csusb.edu/etd-project/511.
Full textEamsobhana, Sudawadee. "The cross-cultural research of United States and Thailand: The relationship between celebrity endorsers and types of product endorsed." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2845.
Full textPike, Mary F. "The role of adult education in cross-cultural training programs, towards a model program." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 2000. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape3/PQDD_0019/MQ53636.pdf.
Full textMarshall, Ronald Scott. "Cross-cultural perspectives on the dynamic process of cooperation building in international distribution relationships /." view abstract or download file of text, 2000. http://wwwlib.umi.com/cr/uoregon/fullcit?p9977910.
Full textTypescript. Includes vita and abstract. Includes bibliographical references (leaves 128-135). Also available for download via the World Wide Web; free to University of Oregon users.
Kan, Gongjian. "Effect of country image on consumers' hypermarket patronage intention : a cross-cultural study." Rennes 1, 2012. http://www.theses.fr/2012REN1G007.
Full textThis dissertation firstly explores the experiences and lessons learned from global retailers’ operation in East Asian countries followed by discussing the effect of country image on consumers’ hypermarket patronage intention across different cultures. The empirical results from China case indicate that country image has only an indirect impact on consumers’ hypermarket patronage intention while in Spain case it seems that country image has direct influence on consumer’ store patronage intention. In both Spain and China, country image has a significant impact on consumers’ function based evaluation and experience based evaluation of a hypermarket store. These two kinds of evaluation have significant effects on consumers’ brand attitude towards the target store. The major difference of hypermarket store patronage behavior between Chinese consumers and Spanish consumers is that the former attaches more importance on experience attributes in formulating their store image and on social referents in making their shopping decisions than the latter. Besides, Chinese consumers have stronger ethnocentric tendency in their hypermarket shopping behavior than Spanish consumers. These research findings offer valuable implications to both domestic and foreign retail practitioners in making their marketing strategies
Kraus, Paul D. "Increasing critical self-awareness a revised model for pastoral care." Theological Research Exchange Network (TREN), 2009. http://www.tren.com/search.cfm?p075-0078.
Full textFerraz, Sofia Batista. "Mind the gap: um estudo cross-cultural sobre atitude, intenção e comportamento de compra de produtos verdes." reponame:Repositório Institucional da UFC, 2012. http://www.repositorio.ufc.br/handle/riufc/15047.
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This research aims to analyze the relationships and the possible gap between attitude, intention and purchase behavior towards green products of Brazilian and Canadian management undergraduate students. This academic effort serves to contribute to the consolidation of the model proposed by Chan (2001), with the addition of situational factors such as availability, price and perceived quality suggested by Dinato and Madruga ( 1999), and Oppenheim Bonini (2008) and D'Souza et al. (2007). The research is quantitative and descriptive due to its objectives. This is a field study using the technique of Structural Equation Model (SEM). The results confirmed a positive relationship between attitude and intention to buy green products, as well as there is a positive relationship between intention and purchase behavior, though less expressive. The influence of availability, price and perceived quality between intention and purchase behavior was also confirmed. Regarding differences between the groups, it was found that Canadian students usually find green products more easily, and are more willing to spend money and better products abdicate in favor of the environment. Despite the differences between the samples, the perceived price is a dominant variable during the transition between intention and purchase behavior of green products, demonstrating general similarities between the two cultures. It is expected to contribute to the promotion of debates and discussions about the advantages and disadvantages in adopting green products, help Management educators seeking to evolve students curricula, stimulate new researches and assist in developing strategies in marketing based on the behavior of their consumers.
O objetivo principal desta pesquisa é analisar as relações e o possível gap entre atitude, intenção e comportamento de compra de produtos verdes entre universitários da área de gestão do Brasil e do Canadá. Buscou-se, também, contribuir para a consolidação do modelo proposto por Chan (2001) referente à atitude, inteção e comportamento de compra de produtos verdes, com o acréscimo de fatores situacionais como disponibilidade, preço e qualidade percebidos sugeridos por Dinato e Madruga (1999), Bonini e Oppenheim (2008) e D’Souza et al. (2007). O estudo é de natureza quantitativa e é descritiva quanto aos seus objetivos. Trata-se de uma pesquisa de campo com a utilização da técnica de Modelagem em Equações Estruturais. Os resultados confirmaram que existe uma relação positiva entre a atitude e a intenção de compra de produtos verdes, assim como a há uma relação positiva entre intenção e comportamento de compra, apesar de menos expressiva. A influência da disponibilidade, preço e qualidade percebidos entre intenção e comportamento de compra também foi comprovada. Quanto às diferenças entre os grupos, percebeu-se que os estudantes canadenses costumam encontrar produtos verdes com maior facilidade, assim como estão mais dispostos a despender dinheiro e a abdicar de produtos melhores em prol do meio ambiente. Apesar das diferenças entre as amostras, o preço percebido é uma variável preponderante durante a transição entre intenção e comportamento de compra de produtos verdes, demonstrando também haver semelhanças gerais entre as duas culturas. Espera-se contribuir para a geração de debates e discussões acerca das vantagens e desvantagens na adoção de produtos verdes, auxiliar educadores da área da Administração que buscam desenvolver os currículos dos estudantes que assumirão funções associadas à gestão, estimular o desenvolvimento de novas pesquisas na área, além de auxiliar na elaboração de estratégias na área de Marketing com base no comportamento de seus consumidores.
Ma, Guo. "The marketing of small and medium enterprises and international joint-ventures in China : a cross-cultural perspective." Thesis, University of Surrey, 2014. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.656316.
Full textBronell, Emma, and Carl-Johan Blom. "There will always be another Monday : A cross cultural study of Swedish and Chinese business perspectives." Thesis, Umeå University, Umeå School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1735.
Full textIf you look out the window today you can observe influences from all over the world. It seems like the world has shrunken and accessibility has gotten a bigger impact. We are talking about globalization and it can be said to diminish the boarders and unite people all over and contribute to more interactions between different countries and cultures, which in turn will lead to new challenges for companies. More companies can therefore meet in different contexts and for instance a company from Sweden where production costs are comparatively high will be attracted to markets like the Chinese because of their comparatively low production costs. The culture differences between these two nations are wide and will therefore cause implications like cultural clashes or misunderstandings. This is where our interest of the subject grew and hence our research question is:
“How can Swedes avoid incidents of a cultural descent when developing business relations with Chinese corporations?”
The main purpose of this study is to get a better comprehension on how businessmen perceive cultural differences in situations where business relationships are essential and how they avoid such incidents. In addition we have in this study divided the main purpose into three sub-purposes. These are: to gain a better understanding on how both Swedes and Chinese build relationships in business-to-business situations, to gain a better understanding of the differences in the Swedish and Chinese business culture, and to provide suggestions for Swedish entrepreneurs in becoming more aware of cultural gaps when entering the Chinese market.
Our study is based on an hermeneutic approach. We have used an qualitative research strategy where our empirics are based upon seven semi-structured interviews with businessmen today resided in Sweden but have experience from Chinese business interaction. In addition both Swedish and Chinese businessmen have been interviewed to obtain a more balanced data. The contextualization we have made is aligned towards an individual perspective.
Our theoretical frameworks consist of a wide range of theories such as: business relationships theories, relationship marketing theories, Guanxi theories, cultural theories, and culture clash theories. Based on our empirics we have been able to interlink many aspects to conclusions. These have mainly been differences in the two cultures, such as; difference in hierarchy level and how this has caused implications for Swedish businessmen. It was also showed that there are differences in approaching potential business proposals, where the Swedes tended to be direct in contrast to the Chinese who preferred a slower paste. In addition this study showed that what is referred to as Guanxi is far more linked to the Chinese culture than networking is in Sweden.
For a Swedish business man these findings can help prevent incident of diversifying range but raise awareness of other cultural aspects that needs to be considered before going to China in business purposes.
Villasenor, Natacha. "Ethnocultural identity of persons of Chinese origin : testing a model of minority identity development via Q-Sort Methodology." Thesis, University of British Columbia, 1990. http://hdl.handle.net/2429/29860.
Full textEducation, Faculty of
Educational and Counselling Psychology, and Special Education (ECPS), Department of
Graduate
Kaleli, Jeddy Katule. "Towards an Effective Christian Cross-Cultural Youth Training Model: A Youth Ministry International Case Study /." Lynchburg, Va. : Liberty University, 2004. http://digitalcommons.liberty.edu.
Full textRüdell, Katja. "Barts Explanatory Model Inventory : the exploration of cross-cultural variations in perceptions of mental distress." Thesis, Queen Mary, University of London, 2006. http://qmro.qmul.ac.uk/xmlui/handle/123456789/1879.
Full textTabane, Ramodungoane James. "The influence of cross-cultural interviewing on the generation of data." Diss., Pretoria : [s.n.], 2004. http://upetd.up.ac.za/thesis/available/etd-02042005-142212.
Full textMatviyenko, Olena. "The role of culture in the translation of advertisements: a comparative investigation of selected texts with German as source language and South African English as target language." Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1187.
Full textIskhakova, Lilia [Verfasser], Andreas [Gutachter] Hilbert, Florian [Gutachter] Siems, and Frank [Gutachter] Schirmer. "Development of a Causal Alumni Loyalty Model : Cross-cultural and Cross-gender investigations / Lilia Iskhakova ; Gutachter: Andreas Hilbert, Florian Siems, Frank Schirmer." Dresden : Technische Universität Dresden, 2020. http://d-nb.info/1227202466/34.
Full textWilluweit, Lars. "Promoting Pro-Environmental Behavior : An Investigation of the cross-cultural environmental behavior patterns. The Case of Abu Dhabi." Thesis, Stockholm University, Department of Human Geography, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-29886.
Full textIn response to the rapidly growing global environmental problems many call for changes in how individuals should deal with the environment. An important aspect of moving towards an environmentally sustainable world is to promote pro-environmental consumer behavior. Against this background, the purpose of this study is to conduct a literature review to identify social and psychological factors that influence environmental behavior and use these as a basis for an empirical study in Abu Dhabi, United Arab Emirates, for analyzing current behavioral patterns between population groups. The findings suggest that willingness to sacrifice for the environment, perceived behavioral control of environmental problems and the feeling of responsibility of environmental problems are significantly positively related to environmental behavior in Abu Dhabi. It was evaluated that younger age groups, very low and very high income groups, people from developing nations and low education groups are performing worse in environmental behavior than older age groups, middle income groups, people from developed nations and high education groups. Furthermore, it was concluded that the general level of environmental behavior is low. This is ascribed to a lack of facilities supporting environmental behavior in Abu Dhabi, and a lack of environmental values in the country. Policies aimed at promoting environmental behavior should aim at changing the attitudes and values regarding the environment of the society. Such policies should be tailored for specific population segments.
Barcellos, Marcia Dutra de, Ivo A. van der Lans, and John Thompson. ""Beef lovers" : um estudo cross-cultural sobre o comportamento de consumo de carne bovina." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2007. http://hdl.handle.net/10183/10041.
Full textThe main objective of this thesis was to test a theoretical model relating attitude, subjective norm, habit and behaviour intention in beef consumption. We also proposed to analyze the impact of anticipated emotions (positive and negative), degree of involvement and cultural differences as moderator variables in the model. The author aimed to contribute to the Theory of Planned Behaviour - TPB (AJZEN, 1985, 1988, 1991) in food consumption through the inclusion of habit as an independent regressor in that model (Verplanken, 1998) and exclusion of perceived behaviour control (BREDAHL; GRUNERT, 1997; TOWLER;SHEPHERD, 1991/1992). Until recently food was regarded as a commodity and marketing scholars neglected its study for many years. Although, with the global opening of markets and new consumption patterns, this reality changed, bringing up to the study of consumer behaviour such important discussion. Amazingly, in spite of the importance of the agribusiness sector, studies relating food consumption, habits, anticipated emotions, involvement, culture, attitudes and behaviour intention are scarce in Brazil, and therefore, totally open to exploration. The constructs were presented as a theoretical quantitative model and Structural Equation Modeling (SEM) was used to estimate parameters and test the hypotheses (ARBUCKLE, 1999). A pre-test was held in Scotland and data collection took place in Brazil, in The Netherlands and in Australia during 2005 and 2006. 816 valid questionnaires were obtained from the surveys and 400 cases were used on the cross-cultural multivariate analysis. Results obtained from this study confirmed most of the hypothesized relations. The authors confirmed the direct, statiscally significant effect of attitude, habit and subjective norm on consumption behaviour. The mediating role of behavioral intention from attitude and subjective norm to consumption behaviour, by contrast, was not confirmed, as postulated by the TPB. A direct relation, from habit to attitude was also found significant. The inclusion of habit as a TPB extension was considered appropriated, helping to explain beef consumption behavior. Consumers from Porto Alegre and Australia confirmed to have stronger relation from attitude to behavior and to have higher degrees of involvement with beef than consumers from São Paulo and The Netherlands. Anticipated emotions were also considered satisfactory moderator variables based on the findings that groups with higher emotional expectations showed stronger relationships in the model. Groups presenting a lower moderating impact were found to show a less cognitive, more habitual consumption pattern, and yet more susceptible to subjective norms influence. From a managerial perspective, Brazilian, European and Australian beef sector will benefit from the results, since marketing campaigns and sales efforts can be addressed to specific groups of consumers, based on their behaviour trends. The entire beef productive chain can improve its competitive advantage via consumer-driven or market-oriented actions.