Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions
نویسندگان
چکیده
منابع مشابه
Review and future directions of cross-cultural consumer services research
It is widely recognized that an increasing number of service firms are expanding into international markets. Many studies in the services marketing literature have focused on the identification and discussion of similarities and/or differences in consumer service experiences across nations and cultures. In this paper we review the relevant literature, address conceptual and methodological issue...
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ژورنال
عنوان ژورنال: Journal of International Marketing
سال: 2019
ISSN: 1069-031X,1547-7215
DOI: 10.1177/1069031x18811289