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...

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...

This is an exploratory cross‐cultural study. It attempts to measure the differences in cultural values between Australians and Chinese from the People’s Republic of China. This study also seeks to show how the differences in responses by these two groups of people to some marketing stimuli...

Purpose – A recent development in customer value research is building theory that can help the field go beyond understanding what customers currently value to exploring how customers' perceptions of value change. This paper seeks to extend this emerging theory of customer value change to a...

The concept of psychic distance has gained widespread theoretical recognition as a predictor of export behaviour. However, the empirical validation of the concept remains patchy and contradictory in terms of the results obtained. Consequently, this paper attempts to shed fresh light on the...

Purpose – This cross‐cultural study examines inter‐relationships between values (using the list of values), collective self‐esteem (CSE), and consumer susceptibility to interpersonal influence (CSII). Design/methodology/approach – Data were collected through surveys administered to 783...

Purpose – The purpose of this cross‐cultural study is to examine the moderating effect of power distance on perceived interdependence and relationship quality in a bank‐corporate client relationship. Design/methodology/approach – Data were collected through surveys administered to bank...