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Marketing Letters

Marketing Letters 3/2015

Ausgabe 3/2015

Special Issue on Asian Markets and Consumers

Inhaltsverzeichnis ( 13 Artikel )

01.09.2015 | Ausgabe 3/2015

Measure twice and cut once: the carpenter’s rule still applies

Wagner A. Kamakura

01.09.2015 | Ausgabe 3/2015

Appropriate use of single-item measures is here to stay

Lars Bergkvist

01.09.2015 | Ausgabe 3/2015

On the limits of research rigidity: the number of items in a scale

Ulf Böckenholt, Donald R. Lehmann

01.09.2015 | Ausgabe 3/2015

The “new wave” in studying Asian markets and consumers

Bernd Schmitt

01.09.2015 | Ausgabe 3/2015

They are not all same: variations in Asian consumers’ value perceptions of luxury brands

Paurav Shukla, Jaywant Singh, Madhumita Banerjee

01.09.2015 | Ausgabe 3/2015

Conspicuous consumption and income inequality in an emerging economy: evidence from India

Saravana Jaikumar, Ankur Sarin

01.09.2015 | Ausgabe 3/2015

Consumer store choice in Asian markets

Yusong Wang, David R. Bell

01.09.2015 | Ausgabe 3/2015

Cross-national differences in uncertainty avoidance predict the effectiveness of mass customization across East Asia: a large-scale field investigation

Emanuel de Bellis, Christian Hildebrand, Kenichi Ito, Andreas Herrmann

01.09.2015 | Ausgabe 3/2015

The Korean language and the effects of its honorifics system in advertising: deferential vs. informal speech as regulatory prime on persuasive impact

Jin K. Han, Yong Seok Sohn, Kun Woo Yoo

01.09.2015 | Ausgabe 3/2015

The case of wine: understanding Chinese gift-giving behavior

Ye Yang, Angela Paladino

01.09.2015 | Ausgabe 3/2015

Celebrity endorsements and women consumers in India: how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency

Subhadip Roy, Abhijit Guha, Abhijit Biswas

01.09.2015 | Ausgabe 3/2015

Examining the effect of cultural congruence, processing fluency, and uncertainty avoidance in online purchase decisions in the U.S. and Korea

Dongwoo Ko, Yuri Seo, Sang-Uk Jung

01.09.2015 | Ausgabe 3/2015

Do you really feel happy? Some implications of Voice Emotion Response in Mandarin Chinese

Wan-Chen Wang, Charles S. Chien, Luiz Moutinho

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