National cultures represent complex configurations of values rather than a collection of distinct individual value dimensions. This presentation applies qualitative (configural) comparative analysis (QCA/CCA) to consider how cultural recipes--complex configurations of national culture affect...

Using brand netnography (analyzing first-person on-line stories consumers tell that include discussions of their product and brand use), this article probes how visitors interpret the places, people, and situations that they experience while traveling in China (People's Republic of China). The...