Hofstede's dimensions of culture in international marketing studies
Abstract
Growth of research addressing the relationship between culture and consumption is exponential [Ogden D., Ogden J. and Schau HJ. Exploring the impact of culture and acculturation on consumer purchase decisions: toward a microcultural perspective. Academy Marketing Science Review 2004;3.]. However culture is an elusive concept posing considerable difficulties for cross-cultural research [Clark T. International Marketing and national character: A...
Paper Details
Title
Hofstede's dimensions of culture in international marketing studies
Published Date
Mar 1, 2007
Journal
Volume
60
Issue
3
Pages
277 - 284
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Notes
History