Cultural values and personal selling: a comparison of Australian and Hong Kong retailers’ promotion preferences
|dc.identifier.citation||Fam, K.-S., & Merrilees, B. (1998). Cultural values and personal selling: a comparison of Australian and Hong Kong retailers’ promotion preferences. International Marketing Review, 15(4), 246–256. doi:10.1108/02651339810227533||en|
|dc.description||The full text of this item is available only via the related link.||en_NZ|
|dc.description.abstract||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.||en_NZ|
|dc.relation.ispartof||International Marketing Review||en_NZ|
|dc.title||Cultural values and personal selling: a comparison of Australian and Hong Kong retailers’ promotion preferences||en_NZ|
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