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This difficulty hampers research about the influence of culture on international consumer behavior and has been used to criticize cross-cultural research. Culture is “a convenient catchall for the many differences in market structure and behavior that cannot readily be explained in terms of more tangible factors” , “a ‘rubbish bin’ concept,” which constitutes rather clear and strong images of the superficial form the concept of culture is often called upon, as an explanatory variable for residuals, “when more operative explanations have proved unsuccessful”
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