Cleveland, Mark; Erdogan, Seçil; ArIkan, Gülay; … - In: Journal of Business Research 64 (2011) 9, pp. 934-943
Cosmopolitanism (COS) is an important consumer characteristic for international market segmentation. To date, no empirical studies investigate how COS relates to consumer values. This research, involving samples of Canadians and Turks, focuses on the associations of individual- and...