Monkhouse, Lien Le; Barnes, Bradley R.; Pham, Thi Song Hanh - In: Asia Pacific Business Review 19 (2013) 3, pp. 320-336
This study aims to make a conceptual and empirical contribution by developing and operationalizing suitable scales to capture certain Confucian values (face saving, humility, group orientation, hierarchy and reciprocity) that can influence East Asian consumers. Based on the pertinent literature,...