Tamer Cavusgil, S.; Yavas, Ugur; Elvey, Lisa A. - In: Marketing Intelligence & Planning 9 (1991) 2, pp. 23-28
The factor congruency technique is introduced as a tool for cross‐cultural or comparative research efforts, where similarities and differences in the responses of subjects from different samples are investigated. A comparative study of store selection criteria of US and Turkish consumers is...