Intercultural consumer research: linking ethnosemiotics and online market research

Olaf Hofmann and Markus Paul

The paper summarises problems of intercultural marketing research in terms of the emic-etic distinction well known in cross-cultural research.

Intercultural consumer research: linking ethnosemiotics and online market research

Olaf Hofmann and Markus PaulSKOPOS Institute for Market and Communications Research, Germany

INTRODUCTION

The paper summarises problems of intercultural marketing research in...

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