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Cross-Cultural Consumer Behavior

Cross-Cultural Consumer Behavior

Katja Gelbrich, Stefan W. Müller, Stanford A. Westjohn

ISBN : 9781803923208
Publisher : Edward Elgar,U.K.
Publication Year : 2023
Imprint : Edward Elgar
CD Included : No
Pages : 520
Binding : Paperback

List Price : £ 44.00

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This cutting-edge book unpacks the relationship between culture and consumer behavior to present the state-of-the-art in cross-cultural consumer research. Examining how culture shapes what consumers seek, evaluate and choose to purchase, Cross-Cultural Consumer Behavior explains why and how cultural values such as individualism, indulgence, or uncertainty avoidance influence consumers’ buying behavior.

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