Choices and preferences: Testing the effect of nationality

Authors: G. Moss; G. Vinten

Source: Journal of Consumer Behaviour, Volume 1, Number 2, 1 November 2001 , pp. 198-207(10)

Buy & download fulltext article:

The full text article is not available for purchase.

The publisher only permits individual articles to be downloaded by subscribers.

Abstract:

This paper presents exploratory research comparing French and UK life assurance literature. It highlights a number of critical differences in the approaches taken between the two countries, and places these in the context of the literature on cultural differences. The differences are illustrative of Samli's transference of Hofstede's findings to marketing. The implications of these findings are explored. Although there can be a universal Pan European approach, the research indicates the need to take national cultural considerations into account if one is not to perpetrate a jarring counter-culturalism. It also seems likely that life assurance is not a prime candidate for global branding.

Keywords: Diversity; Hofstede; international marketing; nationality; segmentation variables

Document Type: Regular paper

Publication date: 2001-11-01

More about this publication?

As of January 2010, this journal will no longer be available on IngentaConnect, please visit Wiley InterScience to arrange continued access to this content
Access this journal at Wiley InterScience
ingentaconnect is not responsible for the content or availability of external websites