Jiménez, Nadia; San-Martin, Sonia - In: Journal of Business & Industrial Marketing 31 (2016) 3, pp. 349-364
between cultural openness and animosity and trust, risk and purchase intention, but the consequents of the perceived … internationalize need to find out how to overcome the hurdle of target market animosity, to increase the cultural openness and to … role as a mediator factor. In addition, this study empirically tests how animosity and cultural openness influence …