TOC: J Global Mar
Introduction
Journal of Global Marketing, 31(5)
Editorial
Advances in Cross-cultural Research on Consumer Behavior and Business Strategies
–Ajay K. Manrai []
Cultural Differences in Consumer Engagement in Brand-Related SNS Groups: A Cross-Cultural Study of China and the United States
–Xinyu Lu [] []
Cultural Fit and the Choice of International Market Entry Scale of Chinese Firms
–Tianjiao Qiu & Pamela Miles Homer [] []
How Consumer Ethnocentrism (CET), Ethnocentric Marketing, and Consumer Individualism Affect Ethnocentric Behavior in China
–C. Min Han & Chen Guo [] []
The Moderating Role of Local vs. Foreign Shopping Context in Consumer Experience
–Elisa K. Chan [] []