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Keywords: West Africa
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2011) 28 (5): 321–332.
Published: 02 August 2011
... of a sample of West Africans who had immigrated to Canada. The rationale behind focusing on one region in Africa (i.e. West Africa) is to limit discrepancies that characterize the continent. Indeed, despite the variety of cultures in West Africa, there are general similarities (e.g. historic, ethnic, economic...
