Keywords: Uncertainty avoidance
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Journal Articles
International Marketing Review (2023) 40 (6): 1509–1530.
Published: 14 November 2023
..., 2021 ; Reinhart, 2023). Yet, the USA and Korea differ prominently in their national culture; Korea has a high uncertainty- and contact-avoidant culture, while the USA represents a low uncertainty-avoidant culture (Hall, 1966 ; Hofstede and Hofstede, 2004). Such discrepancies in their uncertainty...
Journal Articles
Journal Articles
International Marketing Review (2019) 36 (3): 445–463.
Published: 07 December 2018
...Nabil Ghantous; Amro A. Maher Purpose Previous literature has reported inconsistent findings regarding the impact of uncertainty avoidance (UA) on intercultural experiences. This includes positive, negative and insignificant associations between UA on the one hand and cosmopolitanism or comfort...

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