Intercultural consumer research: linking ethnosemiotics and online market research

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...