... avoidance Self-discrepancy Cognitive dissonance Narcissism orientation Cross-cultural study The consumer-brand relationship is a key construct for understanding how and why consumers purchase, and remain loyal to, a specific set of chosen brands, which has been widely investigated in recent...

... media marketing strategy in the international context. The research propositions highlight the role of cultural values and open up new avenues for future research. Cross-cultural study Social media Cultural value International marketing strategy Social media marketing strategies...

... et al. (2002) observe, although the concepts of IND and COL are frequently used in cross-cultural studies, further refinements in the cultural typology have often been required, due to the complexity of cultural orientations. For example, it is comparatively clear that the USA is a more highly...