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Keywords: Cultural differences
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Journal Articles
Do Americans seek pleasure while Chinese care about others’ approval? Examining stereotypical utilities positioning in brand choice contexts
Available to Purchase
Journal of Product & Brand Management (2022) 31 (7): 1104–1124.
Published: 25 April 2022
... far focused on a single choice context of one brand. This paper aims to examine cultural differences in utility importance using two brand choice contexts: single choice and brand selection. Design/methodology/approach Four studies (n = 1268) were conducted. Study 1 focused on a single...
