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dc.contributor.authorFam, Kim-Shyanen_NZ
dc.contributor.authorMerrilees, Billen_NZ
dc.identifier.citationFam, 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:10.1108/02651339810227533en
dc.descriptionThe full text of this item is available only via the related link.en_NZ
dc.description.abstractThis 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.ispartofInternational Marketing Reviewen_NZ
dc.subjectHong Kongen_NZ
dc.subjectnational culturesen_NZ
dc.subjectpersonal sellingen_NZ
dc.subject.lcshHF Commerceen_NZ
dc.subject.lcshHF5601 Accountingen_NZ
dc.titleCultural values and personal selling: a comparison of Australian and Hong Kong retailers’ promotion preferencesen_NZ
dc.typeJournal Articleen_NZ
otago.openaccessAbstract Only
dc.description.refereedPeer Revieweden_NZ
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