Consumer responses to EastWest writing system differences

Purpose The purpose of this paper is threefold. First, it aims to review EastWest writing system crossscript differences and summarize previous work examining the crossscript effect on consumer responses. Second, it aims to describe the implications for international marketing and crosscultural stud...

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Veröffentlicht in:	International marketing review 2010-09, Vol.27 (5), p.579-593
Hauptverfasser:	Hernandez, Monica D., Minor, Michael S.
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behaviour Languages Written communications
Online-Zugang:	Volltext
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