The study of consumer behaviour has attracted much attention from researchers.Models have been postulated and re-postulated in many attempts to explain thedecision process of consumers as it changes over time and space, as well as indifferent environments such as culture, race and religion. The...

Global market trends move toward increasing global cultural convergence and, at the same time, a need for local cultural differentiation. To address these contradictory forces, the research investigates processes and practices of marketers and consumers in three related cases: Jay Chou (a...