全球营销研究与实践的行为科学基础：目标导向行为模型

Q1 Business, Management and Accounting

Journal of Global Marketing Pub Date : 2024-08-07 DOI:10.1080/08911762.2024.2386970

Richard P. Bagozzi

引用次数: 0

摘要

全球市场营销中的消费者研究有许多重要变量：价值观（施瓦茨的概念；霍夫斯泰德的框架）、启发式（决策规则）、身份认同（全球和本地、世界政治、文化、经济、社会和文化）。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Behavioral Science Foundations for Global Marketing Research and Practice: The Model of Goal-Directed Behavior

Consumer research in global marketing boasts a number of important variables: values (Schwartz’s concepts; Hofstede’s framework), heuristics (decision rules), identity (global and local, cosmopolit...

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来源期刊

Journal of Global Marketing Business, Management and Accounting-Business and International Management

CiteScore

6.80

自引率

0.00%

发文量

期刊介绍： Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.