Brice, William D.; Chu, Edward; Brice, Anastasiya - In: International journal of management and economics 53 (2017) 3, pp. 67-81
This empirical study analyzes the cultural basis of the United States market response to imported Spanish products that seem to violate strongly-held cultural taboos. Survey responses were obtained from students in two contrasting majors, Art and Business, in two distinct cities and...