... of patterns of behaviour acquired and transmitted through symbols (Kroeber and Kluckhohn, 1952). National culture has been the main unit of analysis and comparison in cross-cultural studies due to similarities in educational, social, economic and political systems (Moore, 2020 ; Sorge, 1983). Hofstede’s...

... (WOM). Secondly, to assess potential cross-cultural differences that may exist within the context of co-creation. Design/methodology/approach A questionnaire was completed in the banking services industry, and the final valid sample comprised individuals from the UK and Spain. Multi-sample analysis...