Cultural politeness in international marketing

• Main Author: Li, Dongmei
• Other Authors: Chiu Chi-Yue
• Format: Theses and Dissertations
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Consumer behavior; DRNTU::Business::Marketing::Communication
• Online Access: https://hdl.handle.net/10356/54654
• Institution: Nanyang Technological University

Global brands encounter either resistance or acceptance from Asian markets. Resistance from local consumers has limited the benefits global brands gain from globalization, as local consumers may resist by isolating, rejecting, or crowding out foreign businesses. To enhance local consumer acceptance...