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Keywords: Consumer behaviour
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2001) 18 (1): 97–102.
Published: 01 February 2001
...Jochen Wirtz The importance of recognising consumer behaviour in Asia as distinctively different from that in the West is demonstrated in the first chapter. A key theme throughout this chapter, and indeed the entire book, is that consumer behaviour is strongly influenced by culture. Using...
