Cross-Cultural Variations in Consumer Behavior: A Literature Review of International Studies
Galina Timokhina (galinatimokhina@yandex.ru),
Taylan Ürkmez (turkmez@solbridge.ac.kr) and
Ralf Wagner (rwagner@wirtschaft.uni-kassel.de)
Additional contact information
Galina Timokhina: Associate Professor, Ural State University of Economics,Yekaterinburg, Russia
South East European Journal of Economics and Business, 2018, vol. 13, issue 2, 49-71
Abstract:
This study presents a review of 85 peer-reviewed publications of cross-cultural variations in consumer behavior. The objectives of this study are to systemize conceptual and methodological approaches to research of cross-cultural variations in consumer behavior; to present an extended understanding of consumer behavior in related industries; to identify conceptual and methodological gaps and empirical issues in these studies; and by fulfilling the objective of this paper to develop an agenda guiding further research in a systematic manner. This literature review reveals the lack of a unified conceptual approach to defining cross-cultural variations and the absence of a unified terminology related to cross-cultural research. It also highlights methodological areas susceptible to common method bias, which hinders the establishment of equivalence in studies of cross-cultural variations in consumer behavior. This review accentuates the “cross-cultural variations” concept in consumer behavior research, covering both the differences and similarities that are the subject of cross-cultural studies. Furthermore, the current study outlines relevant contributions for theoretical and potentially managerial implications based on the study’s insights.
Keywords: Cross-cultural variations; consumer behavior; data equivalence; measurement equivalence (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations: View citations in EconPapers (4)
Downloads: (external link)
https://doi.org/10.2478/jeb-2018-0012 (text/html)
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:vrs:seejeb:v:13:y:2018:i:2:p:49-71:n:5
DOI: 10.2478/jeb-2018-0012
Access Statistics for this article
South East European Journal of Economics and Business is currently edited by Adnan Efendic, Vesna Babić-Hodović and Aziz Šunje
More articles in South East European Journal of Economics and Business from Sciendo
Bibliographic data for series maintained by Peter Golla (peter.golla@degruyter.com).