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Face Concerns and Purchase Intentions: A Cross-Cultural Perspective

  • Zhang S
  • van Doorn J
  • Leeflang P
Springer International Publishing, (2018), 213-249
DOI: 10.1007/978-3-319-61385-7_10
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Abstract

Many multinational companies employ a premium price strategy, especially in Asian markets. Literature indicates that this is possibly due to Asian consumers’ higher face concerns (…

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Zhang, S., van Doorn, J., & Leeflang, P. S. H. (2018). Face Concerns and Purchase Intentions: A Cross-Cultural Perspective. In Advances in Global Marketing (pp. 213–249). Springer International Publishing. https://doi.org/10.1007/978-3-319-61385-7_10

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