Consumer culture in Purchase context: Studies in Germany and Iran

This book presents a newly-developed scale measuring Consumer Culture in Purchase-Consumption context. Following cross-cultural methodology in Germany and Iran, researcher analyzes the plausible effects of seven cultural dimensions on main behaviors of consumer: Anticipated regret, Variety-seeking and Quality-consciousness. Contextual elements were included in the model to declare the differences in behaviors of consumers within the two countries of Germany and Iran.

Autorentext

• PhD in Marketing; Germany, University of Greifswald. - Master degree in International Marketing; Iran, Shahid Beheshti University, Tehran.