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Research papers

Intercultural consumer research

The presentation summarises problems of intercultural marketing research in terms of the emic - etic distinction well known in cross-cultural research.Examples show the importance to start cross-cultural marketing research from the native consumer's...

Catalogue: Consumer Insights 2005
Authors: Markus Paul, Olaf Hofmann
Company: SKOPOS
November 15, 2005
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Citation

Paul and Hofmann (2005a, November 15). Intercultural consumer research. ANA - ESOMAR. Retrieved May 25, 2024, from


https://ana.esomar.org/documents/intercultural-consumer-research