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Differences in “cultural values” and theireffects on responses to marketing stimuli A cross‐cultural study between Australians and Chinese from the People’s Republic of China

Differences in “cultural values” and theireffects on responses to marketing stimuli A... This is an exploratory cross‐cultural study. It attempts to measure the differences in cultural values between Australians and Chinese from the People’s Republic of China. This study also seeks to show how the differences in responses by these two groups of people to some marketing stimuli are likely to be associated with the differences in cultural values. This study indicates that there are differences in cultural values and attitudes/ perceptions towards various marketing stimuli between Australians and the Chinese from PRC. Furthermore, the results indicate that the cultural values which influence attitudes and perceptions towards the marketing stimuli are more complex than just the differences in cultural values. One cannot assume that the same set of values will influence two different groups of consumers’ responses for the same marketing stimuli. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Differences in “cultural values” and theireffects on responses to marketing stimuli A cross‐cultural study between Australians and Chinese from the People’s Republic of China

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References (45)

Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569810232291
Publisher site
See Article on Publisher Site

Abstract

This is an exploratory cross‐cultural study. It attempts to measure the differences in cultural values between Australians and Chinese from the People’s Republic of China. This study also seeks to show how the differences in responses by these two groups of people to some marketing stimuli are likely to be associated with the differences in cultural values. This study indicates that there are differences in cultural values and attitudes/ perceptions towards various marketing stimuli between Australians and the Chinese from PRC. Furthermore, the results indicate that the cultural values which influence attitudes and perceptions towards the marketing stimuli are more complex than just the differences in cultural values. One cannot assume that the same set of values will influence two different groups of consumers’ responses for the same marketing stimuli.

Journal

European Journal of MarketingEmerald Publishing

Published: Oct 1, 1998

Keywords: Australia; Consumer behaviour; Cross‐cultural management; Marketing strategy; National cultures; People’s Republic of China

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