... of the original brand through the brand extensions increasing the brand's visibility (Aaker, 1991). © Emerald Group Publishing Limited 2009 Brand extensions National cultures Strategic planning Brand image Europe More specifically, this study assesses whether the fit or similarity between...

... adaptation mechanism, i.e. renqing and ganging which is a definitive device to convert a foreign businessman from a new friend to an old friend of his counterpart in the Chinese market. © Emerald Group Publishing Limited 2008 China Confucianism Interpersonal relations National...

... of Marketing Research , Vol. 19 , pp. 491 ‐ 504 . Crotts , J. and Erdmann , R. (2000), “ Does national culture influence consumers' evaluation of travel services? A test of Hofstede's model of cross‐cultural differences ”, Managing Service Quality , Vol. 10 No. 6 , pp. 410 ‐ 9...

... and therefore foreign negotiators will benefit on a longer term basis. They should also position themselves as “impresser” to give a modest image in the eyes of their Chinese counterparts. Modesty is highly valued in the Chinese society. © MCB UP Limited 2003 Market position National cultures...

... National cultures International marketing Culture is a distinctive element of international marketing. While factors besides culture are present, culture could be a key determinant of most overseas relationships (Tornroos and Moller, 1993). Researchers agree that exchange processes within business...

... are discussed and the limitations of the study as well as future research directions are also addressed. © MCB UP Limited 2003 Market orientation National cultures China Hong Kong In recent decades, more and more companies have adopted a global outlook through which the world becomes...

...Maurice Patterson James   Annesley . Blank Fictions: Consumerism, Culture and the Contemporary American Novel . London : Pluto Press   1998 . Marketing USA National cultures Consumerism Mr Kipling Mr Kipling, as you no doubt already know, makes...

... in outshopping primarily for economic reasons, they do not experience a lack of national pride or low consumer ethnocentrism. © MCB UP Limited 2002 Shopping Consumer behaviour National cultures Singapore Malaysia Outshopping is a significant retailing phenomenon resulting in sales leakages...

... best to handle the cultural differences which emerge (without making too much of them), particularly differences in the perception of the product syntax attaching to particular consumption contexts. Marketing strategy National cultures Furniture industry Perception Denmark...

..., which has not yet gained much attention in research, is the crucial element of non‐traditional approaches in the Japanese women’s magazine. Target marketing National cultures Women Japan Germany Advertising © MCB UP Limited 2001 Traditionally, advertisers use female models when...

... 2001 Market segmentation National cultures Social economics Belonging to this latter era are the models of Wells and Gubar (1966), Duvall (1971), Murphy and Staples (1979) and Gilly and Enis (1982). The first two are restricted to traditional family forms while the last two introduce...

.../political environment), organizational ethical climate, and selected demographic characteristics of the marketer (gender and age). International marketing Ethics Social responsibility National cultures Consumer behaviour The study of ethics has become increasingly important with global...

... Consumer marketing Country of origin National cultures International trade activity is becoming a central part of the world economy, and it is recognised that there is a greater necessity to gauge consumers’ attitudes toward both domestic and foreign products (Netemeyer et al., 1991...

... Bargaining Retail trade National cultures Consumer marketing A national character describes a pattern of enduring personality characteristics found among the populations of nations (Clark, 1990). Hofstede (1980) has found four dimensions, which are shared by cultures of all nations: power distance...

...Simon Harris; Pervez Ghauri The internationalization of small and medium‐sized businesses typically involves negotiation, agreement and exchange between business leaders from different national cultural values and traditions. Explores whether, and how, national values affect the strategic aims...

...: 1 social communication language; and 2 ethnic self‐labeling. 1 common origin; and 2 shared cultural traits. Acculturation Canada Consumer behaviour Ethnography National cultures The recent surge of interest in the study of ethnicity and its impact on consumer...

... MCB UP Limited 1998 Australia Consumer behaviour Cross‐cultural management Marketing strategy National cultures People’s Republic of China In the consumer behaviour literature values are recognised as a powerful force shaping consumers’ motivations, life‐styles, and product...

...) and places these in the Chinese context. © MCB UP Limited 1998 China Marketing concepts Marketing strategy National cultures Negotiating Relationship marketing Marketing has been defined in a number of ways, but invariably effective marketing is associated with the need to link...

.... Different product types may serve to influence the effectiveness of culturally‐congruent advertising appeals. Discusses the implications of the findings. © MCB UP Limited 1997 Advertising China National cultures USA With the emergence of Asia‐Pacific Rim as a major trading area...

... (global). Evaluates the psychometric properties of two popular personal selling measures, SOCO and ADAPTS, in a cross‐national context, revealing mixed support for the etic approach. © MCB UP Limited 1996 Measurement National cultures Personal selling The Netherlands USA Marketing...