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South East European Journal of Economics and Business
Volume 13 (2018): Issue 2 (December 2018)
Open Access
Cross-Cultural Variations in Consumer Behavior: A Literature Review of International Studies
Timokhina Galina
Timokhina Galina
,
Taylan Urkmez
Taylan Urkmez
and
Wagner Ralf
Wagner Ralf
| Jan 18, 2019
South East European Journal of Economics and Business
Volume 13 (2018): Issue 2 (December 2018)
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Published Online:
Jan 18, 2019
Page range:
49 - 71
DOI:
https://doi.org/10.2478/jeb-2018-0012
Keywords
Cross-cultural variations
,
consumer behavior
,
data equivalence
,
measurement equivalence
© 2019 Timokhina Galina, et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.
Timokhina Galina
Associate Professor, Ural State University of Economics,
Yekaterinburg, Russia
Taylan Urkmez
Assistant Professor, Solbridge International School of Business,
Daejeon, Korea
Wagner Ralf
Professor, Chair of International Direct Marketing, University of Kassel,
Kassel, Germany