The moderating role of Hofstede's cultural dimensions in the customer-brand relationship in China and India
Year of publication: |
2015
|
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Authors: | Hur, Won-moo ; Kang, Seongho ; Kim, Minsung |
Published in: |
Cross cultural management : an international journal. - Bradford : Emerald, ISSN 1352-7606, ZDB-ID 2364733-4. - Vol. 22.2015, 3, p. 487-508
|
Subject: | Brand trust | Brand affect | Cultural difference | Global brand management | Utilitarian/hedonic value | Indien | India | Markenführung | Brand management | China | Kulturelle Identität | Cultural identity | Internationales Marketing | International marketing | Konsumentenverhalten | Consumer behaviour | Soziale Werte | Social values | Vertrauen | Confidence | Nationalkultur | National culture | Markenimage | Brand image | Interkulturelles Management | Cross-cultural management |
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