Ausgabe 3/2015
Special Issue on Asian Markets and Consumers
Inhalt (13 Artikel)
On the limits of research rigidity: the number of items in a scale
Ulf Böckenholt, Donald R. Lehmann
They are not all same: variations in Asian consumers’ value perceptions of luxury brands
Paurav Shukla, Jaywant Singh, Madhumita Banerjee
Conspicuous consumption and income inequality in an emerging economy: evidence from India
Saravana Jaikumar, Ankur Sarin
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
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
Do you really feel happy? Some implications of Voice Emotion Response in Mandarin Chinese
Wan-Chen Wang, Charles S. Chien, Luiz Moutinho