Dealing With Structural Variance in Cross-Cultural Consumer Research

The present research proposes that certain external influences, such as differences in cultural dimensions and consumer action loyalty, may lead to predictive bias and result in metric variance. In case of impossibility of general structural invariance, countries should be categorized based on critical cultural dimensions or consumer loyalty level.


Yu Chen, Ruben Chumpitaz, and Nicholas Paparoidamis (2015) ,"Dealing With Structural Variance in Cross-Cultural Consumer Research", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 118-121.


Yu Chen, State University of New York, Farmingdale, NY, US
Ruben Chumpitaz, IESEG Paris
Nicholas Paparoidamis, IESEG Paris


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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