Schiffman, Leon G; Dillon, William R; Ngumah, Festus E - In: Journal of International Business Studies 12 (1981) 2, pp. 137-143
This paper explores the potential role of subculture (religious) and personality (Rockeach Dogmatism Scale) characteristics in explaining differences in the extent of consumer acculturation. The survey results suggest that for a complex and heterogeneous nation like Nigeria, there are...