Kim, Jaeil; Han, WoongHee; Kim, DongTae; Paramita, Widya - In: Marketing Intelligence & Planning 31 (2013) 2, pp. 127-140
Purpose – The purpose of this paper is to investigate whether the use of a male decorative model, so called Kkot Minam in Korean, can be effective in Indonesia as well as in Korea, and whether consumers from different cultural and religious backgrounds will respond differently to this kind of...