Spreng, Richard A.; Chiou, Jyh‐shen - In: European Journal of Marketing 36 (2002) 7/8, pp. 829-839
sample of subjects in the USA. Specifically, a sample of student subjects from Taiwan is compared to a sample of student … basic disconfirmation of expectations model in a very different culture than the USA, and compare the results to a matched … subjects in the USA. The results indicate support for the generalizability of the model in this Asian culture. …