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The luxury industry has been internationally expanding over the years, and Germany and South Korea have become important destinations for international luxury companies. The study intended to investigate and analyze the differences between German and Korean consumers’ shopping values for luxury brands. The study examined the effects of cultural factors (individualism and collectivism) on shopping value (hedonic shopping value and utilitarian shopping value). A total of 159 people in Germany and South Korea participated in the questionnaire.
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- Differences in Consumer Luxury Values in Germany and South Korea
- Kapitel 12
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