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Keywords: Cultural values
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (10): 2146–2172.
Published: 05 June 2019
... the influence of cultural values on the SBS effects across channels and countries. Design/methodology/approach Borrowing concepts from the signaling literature and analyzing DVD sales data from six international markets using a multilevel mixed-effects model, the study finds that culture plays a significant...
