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Keywords: Cultural compatibility
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2017) 34 (4): 463–479.
Published: 10 July 2017
... to test hypotheses. The Total Effect Moderation Model is used to analyze by combining moderation and mediation under a general analytical framework. Findings The results show that cultural compatibility has direct positive effect, in addition to an indirect effect (through local iconness) on purchase...
