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Cultural values and personal selling A comparison of Australian and Hong Kong retailers’ promotion preferences

Cultural values and personal selling A comparison of Australian and Hong Kong retailers’... This paper compares the promotional practices and perceptions between two countries of disparate cultural backgrounds, namely Australia and Hong Kong. The paper argues that the preference for a particular promotional tool is influenced by the degree of cultural orientation as measured by Hofstede’s collectivism index. The central hypothesis is that countries with a higher score on the collectivism index are likely to favour personal selling promotion tools than will countries with a lower score. This hypothesis is tested with two separate samples of clothing and shoe retailers from Australia and Hong Kong. The hypothesis is supported from the statistical results. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Cultural values and personal selling A comparison of Australian and Hong Kong retailers’ promotion preferences

International Marketing Review , Volume 15 (4): 11 – Aug 1, 1998

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651339810227533
Publisher site
See Article on Publisher Site

Abstract

This paper compares the promotional practices and perceptions between two countries of disparate cultural backgrounds, namely Australia and Hong Kong. The paper argues that the preference for a particular promotional tool is influenced by the degree of cultural orientation as measured by Hofstede’s collectivism index. The central hypothesis is that countries with a higher score on the collectivism index are likely to favour personal selling promotion tools than will countries with a lower score. This hypothesis is tested with two separate samples of clothing and shoe retailers from Australia and Hong Kong. The hypothesis is supported from the statistical results.

Journal

International Marketing ReviewEmerald Publishing

Published: Aug 1, 1998

Keywords: Australia; Hong Kong; National cultures; Personal selling; Promotion; Retailing

References