Abstract
The current study compared influences on young East and West German consumer purchasing decisions for electronic products. We found that the former West Germans are more likely to be influenced by opinions of others than East Germans. The influence of brand loyalty and negative attitudes toward advertising were the same for the two German groups.
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Sung, E.(., Huddleston, P., Uhrich, S. (2015). Twenty Years after Reunification: Consumer Decision-Making Process for Electronic Products in Former East and West Germany. In: Sharma, D. (eds) Cultural Perspectives in a Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18696-2_9
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DOI: https://doi.org/10.1007/978-3-319-18696-2_9
Publisher Name: Springer, Cham
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