Review paper
Assessing cross-cultural marketing theory and research
Abstract
A content analysis of 99 articles focuses on the comparative cross-cultural marketing research in 14 leading marketing and business journals from 1990 to 2008. The content analysis indicates strong growth in cross-cultural studies, especially in terms of studies on consumer attitudes and behavior and on promotion-related topics. This study classifies articles according to a series of conceptual (e.g., cultural dimensions employed in the study)...
Paper Details
Title
Assessing cross-cultural marketing theory and research
Published Date
May 1, 2011
Journal
Volume
64
Issue
5
Pages
516 - 523
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