Cultural Openness

Recently, there is an increased interest to investigate global consumer markets and how it affects the consumer's choices and loyalty. The purpose of the present study is to determine the level of world-mindedness among college students from Jordan and its impact on store image and brand loyalty, and how these two constructs would influence store loyalty.

Results showed that students from the University of Jordan have a moderate level of world-mindedness .And it does not significantly impact their positive store image or brand loyalty. But there was a significant effect of positive store image on store loyalty. This would have a managerial implication on how retail pharmacy owners would position their store and products in the Jordanian market.

World mindedness has two dimensions: Cultural opennesss and cultural adaptability. “Cultural openness”—an interest in and willingness to accept ideas and products from other cultures— and “cultural adaptability”—a willingness to adapt to local habits and customs when in another country and to try products from other cultures at home (Nijssen, Douglas 2008).

World-minded consumers also have a genuine interest in and openness to products and brands from other parts of the world and are more likely than other consumers to experiment with products from other cultures (Nijssen and Douglas 2008).

Nijssen and Douglas (2008) and Cleveland, Laroche, and Papadopoulos (2009) investigated the effect of consumer world mindedness on the choices and purchase behaviors of customers, but yet they did not cover all different cultures and different demographics which should be tapered in future research.

Products sourced from developed countries are perceived as being superior to products originating from developing countries. Therefore consumers would choose products from courtiers with powerful industry (Chandrasen et al.,

Bhatt (2014) found that brand loyalty and store image have an impact on store loyalty. Thus, retailer and marketers from any business should consider investigating these two anteceded on their consumer store loyalty

The most probable extension of the present study would be to extend the same to different retail store formats .That would enable the researcher to understand the aspects of the study variables in different dimensions.

Also, a further exploration and conceptualization of how to integrate the concept of ethnocentrism and world-mindedness would be helpful. Especially of the existence of Boycott campaigns that might be affecting the purchasing of foreign brands, existing in an ethnocentric culture

Shimp and Sharma (1987) concluded that consumers who are holding ethnocentric attitudes find it inappropriate to purchase product made from a foreign origin. This necessitates a further investigation of this construct in a Jordanian