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Keywords: Individualism/collectivism
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Journal Articles
Journal of Consumer Marketing (2019) 36 (1): 12–23.
Published: 10 December 2018
.... Furthermore, the focus of marketers has been only on the individualism/collectivism or power distance at the cultural level (Zhang et al., 2010 ; Shoham et al., 2015); therefore consumer behavior researchers call for further research that includes several dimensions of Hofstede which may...

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