Description
With a balanced approach, the book explores not only how cultural differences between countries shape our decisions but also outlines the basic concepts of cross-cultural consumer research, the measurement of cultural values proposed in the Hofstede, Schwartz and GLOBE models, and the psychological foundations of culture-specific consumer behavior. Based on these conceptual foundations, the authors explain how cultural values shape consumers' buying processes, from information searches through post-purchase behavior.
This book will be valuable to researchers and students of international business, global marketing, and consumer behavior. Cross-Cultural Consumer Behavior will also be relevant for marketing practitioners and international marketing agencies.
About the Author
Katja Gelbrich, Full Professor of Business Administration and International Management, Catholic University of Eichstaett-Ingolstadt, Stefan W. Muller, Emeritus Professor of Marketing,Technical University of Dresden, Germany and Stanford A. Westjohn, Associate Professor of Marketing and International Business, University of Alabama, US
Reviews
'This is a very much needed, well-thought, and well-written book on cross-cultural consumer behavior. The authors have done an excellent job in covering practically all topics relevant to understanding consumer behavior in a cross-cultural context. Importantly, they have done so in a systematic and engaging way. A great addition to the literature and a great source for students and researchers alike.' -- Adamantios Diamantopoulos, University of Vienna, Austria
Book Information
ISBN 9781803923208
Author Katja Gelbrich
Format Paperback
Page Count 520
Imprint Edward Elgar Publishing Ltd
Publisher Edward Elgar Publishing Ltd
