How do distinct cultural values align with:
- consumer perceptions of brands?
- brand positioning?
- purchasing path in Japan?
- the sale of life insurance?
- adoption of innovative products?
This presentation is based on:
de Mooij, Marieke and Hofstede, Geert
“Cross-Cultural Consumer Behavior: A Review of Research Findings” in Journal of International Consumer Marketing 23:181–192 (2011)