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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0263-4503
- DOI
- 10.1108/02634509110006120
- Publisher site
- See Article on Publisher Site
Abstract
The factor congruency technique is introduced as a tool forcrosscultural or comparative research efforts, where similarities anddifferences in the responses of subjects from different samples areinvestigated. A comparative study of store selection criteria of US andTurkish consumers is employed to demonstrate the use of the technique.
Journal
Marketing Intelligence & Planning – Emerald Publishing
Published: Feb 1, 1991