Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan
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In this study, the authors examine how national culture affects referral behavior for industrial services such as advertising, banking, and accounting. The authors collected data using interviews with managers of small- and medium-sized companies in the United States and Japan. The results show that national culture has a strong effect on the number of referral sources consulted and that Japanese companies use more than comparable American companies do.
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2010 ◽
Vol 7
(3)
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pp. 260-275
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2011 ◽
Vol 24
(3)
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pp. 263-281
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1997 ◽
Vol 5
(4)
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pp. 325-341
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