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Keywords: Conformity and forbearance
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2026) 38 (2): 458–476.
Published: 02 June 2025
...Xiaofang Li; Ivan Ka Wai Lai; Xin Wang Purpose Based on cognitive appraisal theory and the dualistic model of harmony, this study examines the effects of personal cultural attributes (conformity and forbearance) on female tourists’ further companion travel intentions through harmony (surface...
