Chapter 1: Introduction -- Chapter 2: Research Methodology -- Chapter 3: Chinese Culture-Related Scales -- Chapter 4: General Marketing and Management Scales Developed in the Chinese Context -- Chapter 5: Exemplary Papers for Some Selected Scales -- Chapter 6: How to Adopt the Scales From This Book.

Chinese cultural values are classified according to Kluckhohn and Strodbeck's taxonomy, and potential marketing implications for each cultural value dimension presented. The implications include those relating to brand loyalty, gift‐giving behaviour, consumer satisfaction, consumer complaint...

<title>ABSTRACT</title> International education is an industry currently enjoying considerable growth. A starting point for ensuring that Australia and other destination countries remain competitive is a knowledge of how and why international students choose destinations for education. The purpose of this...