Fatehi, Kamal; Priestley, Jennifer L.; Taasoobshirazi, Gita - In: Asia Pacific Journal of Marketing and Logistics 30 (2018) 3, pp. 669-688
Purpose: Most international marketing studies, taking a sociological position, assume homogeneity within and heterogeneity between cultures. Taking a psychological position and based on the Mindscape Theory, the purpose of this paper is to support the hypothesis that there is intra-cultural and...