Table of contents
A cross‐cultural comparison of behavioral intention models ‐ Theoretical consideration and an empirical investigation
Naresh K. Malhotra, J. Daniel McCortBehavioral intention models are assumed to be universally applicable; however, recent criticisms have questioned their application among non‐Western subjects. It is argued that…
A cross‐cultural comparison of style in Eastern European emerging markets
Lalita A. Manrai, Dana‐Nicoleta Lascu, Ajay K. Manrai, Harold W. BabbTorn between socially‐mandated dress conformity and the glitter of Western designers, consumers in Eastern Europe have always been interested in Western style. After the fall of…
A cross‐cultural analysis of television advertising in the UK and the Czech Republic
Radka Koudelova, Jeryl WhitelockThis paper presents the results of a cross‐cultural analysis of television advertising in the Czech Republic and the UK. The need for this research is suggested by a gap in the…
Extreme response style in cross‐cultural research
Irvine ClarkeThe study investigates extreme response style (ERS) in cross‐cultural research. Through a four‐country application of the Greenleaf ERS measure, finds that ERS varies between…
An expanded price/brand effect model ‐ A demonstration of heterogeneity in global consumption
Sarah MaxwellIn this study, the homogeneity versus heterogeneity of global consumption is tested in a cross‐cultural price/brand effect model. Middle‐class consumers in two countries are…
Intercontinental comparisons in marketing strategy
Len Tiu WrightThis paper about research into marketing strategies has been conducted across different countries, and the perceptions and attitudes of senior managers concerned with marketing…
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan