Purpose – Growing globalization in recent decades has been responsible for the emergence of a new stream of research focusing on international marketing. However, compared to domestic marketing knowledge, this field has received relatively less attention from mainstream marketing journals. The...

Psychologists and anthropologists have long observed that people in different cultures have different self‐concepts in terms of the relation between self and other people. The separated self‐schema or “separatedness” is most often attributed to Western cultures. Applies the...