Cultural values and personal selling: a comparison of Australian and Hong Kong retailers’ promotion preferences
Fam, Kim-Shyan; Merrilees, Bill
This paper compares the promotional practices and perceptions between two countries of disparate cultural backgrounds, namely Australia and Hong Kong. The paper argues that the preference for a particular promotional tool is influenced by the degree of cultural orientation as measured by Hofstede’s collectivism index. The central hypothesis is that countries with a higher score on the collectivism index are likely to favour personal selling promotion tools than will countries with a lower score. This hypothesis is tested with two separate samples of clothing and shoe retailers from Australia and Hong Kong. The hypothesis is supported from the statistical results.
Keywords: Australia; Hong Kong; national cultures; personal selling; promotion; retailing
Research Type: Journal Article
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