Abstract

The global teenager hypothesis suggests that communication technology advances have served to homogenize the values, fashion preferences, and attitudes of the world's teenagers. This study examines attitudes towards fast-food brands in general among Chinese, Japanese, and American teenagers. The purpose of the study was to examine similarities and differences in such attitudes across these three markets. The results show that significant differences in brand attitudes exist between teens from each of these three nations. This study provides global fast-food managers with unprecedented empirical research concerning the idiosyncrasies underlying teenage fast-food brand attitudes.