study explores and extends the congruency framework by analysing the impact of culture at an ethnic group level. The purpose … differences at an ethnic level, culture does not appear to have a significant impact on consumer responses to sales promotion. It … cases. Finally, the study also provides evidence that further validates a scale used for the measurement of culture …

brands and their markets and culture-specific global brand development in emerging markets, such as China. Case studies are … culture, cultural heritage, and brand heritage. A brand culture approach offers new perspectives on how brand actors co … that taps into China's rich cultural heritage, instead of relying on cheap mass production; connecting to ideas of …