This paper uses the lens of culture to develop propositions on how customer attitude towards celebrity endorsements is …

revealed some salient characteristics of Chinese consumers buying behaviour associated with Chinese culture. When the Chinese … contrast to previous studies relating to the role of COO in product evaluation. It illustrates the importance of culture in …

Purpose ? Based on their size, disposable income, and purchasing power, generation Y (Gen Y) consumers are viewed as … approximately 125 Gen Y consumers in two eastern and two western cultures was used to find support for the research expectations …

tied renao with consumption behavior. All five categories resulted in rich descriptions that these consumers, and possibly … different locations, sub‐cultures and marketing segments. Originality/value – Consumers expressing their values though … consumption is a marketing topic both studied and used in the West. The convergence of consumers' perception of self and …