| The Influence of Familial Reference Groups on Consumer Decisions in Different Culture Context |
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| 作者姓名： | Ze Sun Jing Xie Yuhua Wu |
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| 作者单位： | [1]Northeastern University [2]Tianjin University |
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| 摘 要： | This paper examines the influence of familial reference groups on individuals＇ product and brand decisions for products across two kinds of culture. The study is addressed through an examination of intergenerational influences across the two different cultures. The results of the study lend support to the original approach and also provide an insight look into how reference group influence may vary depending on different culture context. The paper also provides very useful advice for marketers when they apply western marketing concepts in China market.
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| 关 键 词： | 家族企业 消费行为 企业文化 中国 |
The Influence of Familial Reference Groups on Consumer Decisions in Different Culture Context |
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| Ze Sun Jing Xie Yuhua Wu.The Influence of Familial Reference Groups on Consumer Decisions in Different Culture Context[J].Chinese Business Review,2006,5(4):9-14. |
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| Abstract: | |
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| Keywords: | reference group influence consumer behavior culture |
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