Abstract
The boundaries of geography no longer apply to the business world in today’s globalized economy. A thorough understanding of cross-cultural consumer behavior becomes not only an asset but also essential as marketing executives negotiate the complex terrain of international trade. This chapter explores the complex topic of how cultural quirks affect consumer preferences, purchasing behavior, and brand perceptions globally.
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Chan, E.Y. (2024). Cross-Cultural Consumer Behavior. In: Consumer Behavior in Practice. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-50947-6_9
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DOI: https://doi.org/10.1007/978-3-031-50947-6_9
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