|
|
Cross-Cultural Variations in Consumer Behavior: A Literature Review of International Studies |
This study presents a review of 85 peer-reviewed publications of cross-cultural variations in consumer behavior. The objectives of this study are to systemize conceptual and methodological approaches to research of cross-cultural variations in consumer behavior; to present an extended understanding of consumer behavior in related industries; to identify conceptual and methodological gaps and empirical issues in these studies; and by fulfilling the objective of this paper to develop an agenda guiding further research in a systematic manner. This literature review reveals the lack of a unified conceptual approach to defining cross-cultural variations and the absence of a unified terminology related to cross-cultural research. It also highlights methodological areas susceptible to common method bias, which hinders the establishment of equivalence in studies of cross-cultural variations in consumer behavior. This review accentuates the ?cross-cultural variations? concept in consumer behavior research, covering both the differences and similarities that are the subject of cross-cultural studies. Furthermore, the current study outlines relevant contributions for theoretical and potentially managerial implications based on the study?s insights. |
|
Autor |
Prof. Dr. Ralf Wagner Galina Timokhina; Urkmez Taylan |
|
Artikel | | Fachbereich | | Fachrichtung | 2018 | | Betriebswirtschaftslehre | | Marketing/Absatz |
|
|
Schlagwörter |
cross cultural variations, consumer behavior, data equivalence |