The world economy is becoming increasingly cross‐cultural. During the next decades, as marketers enter new international markets, an understanding of how culture influences consumer behavior will be crucial for both managers and consumer researchers. This article presents a framework that...

A number of studies in the international marketing literature have focused on the identification and discussion of differences across nations and cultures. Unfortunately, the majority of these investigations focus on existing differences without addressing which of these differences have the...

Since the nature of marketing is meeting the needs and wants of one′s customers and those needs and wants are culturally based, it is of especial importance for the marketeer to understand another culture and the differences inherent before he attempts to market goods or services to a foreign...

Deals with the relationship between cultural closeness and cultural affinity. The basis of the research is that a correlation exists between the level of affinity (or “liking”) executives feel for a foreign culture, and the extent to which they feel psychologically close to that culture....

Examining individual tolerance for unethical consumer behavior provides a key insight to how people behave as consumers worldwide. In this study, consumer reactions to 11 unethical consumer behavior scenarios are investigated using sample data from Austria, Brunei, France, Hong Kong, the UK, and...